ANALISIS FAKTOR-FAKTOR PENDUKUNG S-COMMERCE ENGAGEMENT INTENTION PADA PRODUK FASHION DI INSTAGRAM SHOP

  • Infanta Fazaaqbil Ridanti Universitas Hayam Wuruk Perbanas Surabaya
    (ID)
  • Yudi Sutarso Universitas Hayam Wuruk Perbanas Surabaya
    (ID)
Keywords: Metavoicing, Flow Experience, Community Engagement, Trust in Seller, S-Commerce

Abstract

Fenomena belanja online telah menjadi suatu kebiasaan. Saat ini, masyarakat tidak hanya bertransaksi melalui e-commerce, tetapi s-commerce (social commerce) juga mulai diminati. Maraknya fenomena s-commerce khususnya pada media sosial Instagram Shop mendorong peneliti untuk membuat penelitian yang bertujuan guna menganalisa faktor-faktor apa saja yang dapat memengaruhi keterlibatan pengguna pada aktivitas s-commerce di Instagram Shop. Variabel yang digunakan adalah metasuara (metavoicing), pengalaman optimal (flow experience), keterlibatan komunitas (community engagement), dan kepercayaan pada penjual (trust in seller) terhadap s-commerce engagement intention. Data diperoleh dari hasil survei melalui kuesioner sebanyak 140 responden pengguna Instagram Shop di Surabaya dan sekitarnya. Analisis data diuji dengan menggunakan software WarpPLS dengan metode penelitian kuantitatif. Temuan pada penelitian ini menjelaskan bahwa metasuara berpengaruh pada keterlibatan komunitas, pengalaman optimal dan kepercayaan pada penjual. Pengalaman optimal itu sendiri juga berpengaruh pada keterlibatan komunitas. Selain itu, keterlibatan komunitas dan kepercayaan pada penjual terkonfirmasi berpengaruh positif pada s-commerce engagement intention namun variabel ini terkonfirmasi tidak dipengaruhi oleh pengalaman optimal.

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Published
2022-12-06
How to Cite
Ridanti, I. F., & Sutarso, Y. (2022). ANALISIS FAKTOR-FAKTOR PENDUKUNG S-COMMERCE ENGAGEMENT INTENTION PADA PRODUK FASHION DI INSTAGRAM SHOP . Assets : Jurnal Ekonomi, Manajemen Dan Akuntansi, 12(2), 211-229. https://doi.org/10.24252/assets.v12i2.32123
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