Faktor yang mendorong niat untuk social commerce di indonesia

Amir Hidayatulloh, Faishal Prahatma Ganinda, Agung Dwi Nugroho

Abstract


Tujuan penelitian ini adalah untuk menganalisis faktor yang mendorong niat individu untuk social commerce di Indonesia. Penelitian ini menggunakan Hajli’s Social Commerce Construct. Populasi dalam penelitian ini adalah pengguna internet. Sedangkan, sampel dalam penelitian ini adalah pengguna sosial media. Teknik pengambilan sampel menggunakan purposive sampling, dengan kriteria pengguna media sosial yang minimal dua kali telah melakukan pembelian melalui media sosial yang dimilikinya. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner dengan bantuan google form. Responden penelitian ini berjumlah 162 responden. Responden dalam penelitian ini didominasi oleh responden berjenis kelamin perempuan, sedangkan usia responden didominasi oleh usia 21-25 tahun. Pengujian hipotesis dalam penelitian menggunakan PLS dengan bantuan alat WarpPLS. Penelitian ini menemukan hasil bahwa niat untuk social commece dipengaruhi oleh social commerce construct dan dukungan sosial. Selain itu, penelitian ini juga memperoleh hasil bahwa dukungan sosial dipengaruhi oleh social commerce construct. Oleh karena itu, penelitian ini mendukung Hajli’s Social Commerce Construct.


Keywords


Hajli’s social commerce construct; social commerce; dukungan sosial

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DOI: https://doi.org/10.30872/jinv.v16i1.6535

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