PERAN GUIDANCE SHOPPING AFFORDANCE PADA SOCIAL COMMERCE INTENTION

  • Burhanudin Universitas Hayam Wuruk Perbanas
    (ID)
  • Faishol Baihaqi
    (ID)
Keywords: Guidance Shopping Affordance, Trust in Seller, Trust in Social Media, Social Commerce Intention, Social Commerce

Abstract

Banyak konsumen tertarik untuk berbelanja melalui media sosial, namun penelitian mengenai social commerce intention pada konsumen Indonesia masih terbatas. Penelitian ini bertujuan untuk menguji pengaruh guidance shopping affordance terhadap social commerce intention secara langsung dan tidak langsung melalui trust in seller dan tust in social media. Survei kemudian dilakukan dan sebanyak 257 responden berpartisipasi pada survei tersebut. Penelitian ini menganalisis data dengan menggunakan model persamaan stuktural. Hasil analisis menunjukkan bahwa guidance shopping affordance secara langsung mempengaruhi trust in seller dan trust in social media. Penelitian ini selanjutnya menemukan guidance shopping affordance dan trust in seller serta trust in social media secara langsung mempengaruhi social commerce intention. Penelitian ini tidak menemukan trust in seller dan trust in social media memediasi pengaruh guidance shopping affordance terhadap social commerce intention. Temuan diatas menunjukkan bahwa penyedia platform belanja melalui media sosial perlu menyediakan panduan yang membuat konsumen mudah dalam menemukan produk yang dibutuhkan dan membelinya.

References

Al-Tit, A. A., Omri, A., & Hadj, T. B. (2020). The driving factors of the social commerce intention of Saudi Arabia’s online communities. International Journal of Engineering Business Management, 12, 1–8. https://doi.org/10.1177/1847979019899746
Amri, A. (2020). Pengaruh periklanan melalui media sosial terhadap UMKM di Indonesia di masa pandemi. Jurnal Brand, 2(1), 123–130. https://www.academia.edu/42672824/Dampak_Covid-19_Terhadap_UMKM_di_Indonesia
Avana. (2020). Apa Itu Social Commerce Dan Perkembangan Social Commerce Di IndonesiaNo Title. Avana. https://blog.avana.id/apa-itu-social-commerce-dan-perkembangan-social-commerce-di-indonesia/
Aydin, G. (2019). Examining social commerce intentions through the uses and gratifications theory. International Journal of E-Business Research, 15(2), 44–70. https://doi.org/10.4018/IJEBR.2019040103
Burhanudin. (2015). A simplified method for understanding judgment and decision making of Muslim consumers. Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control, 1–19. https://doi.org/10.4018/978-1-4666-8139-2.ch001
Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818–841. https://doi.org/10.1108/14684520810923953
Chen, J., & Shen, X. L. (2015). Consumers’ decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55–64. https://doi.org/10.1016/j.dss.2015.07.012
Databoks. (2021). Pengguna Internet Indonesia Peringkat ke-3 Terbanyak di Asia. Databoks. https://databoks.katadata.co.id/datapublish/2021/10/14/pengguna-internet-indonesia-peringkat-ke-3-terbanyak-di-asia
Dong, X., & Wang, T. (2018). Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42(June), 49–64. https://doi.org/10.1016/j.ijinfomgt.2018.06.002
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, XVIII(February), 39–50.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Khoi, B. H., & Van Tuan, N. (2018). Using SmartPLS 3.0 to Analyse Internet Service Quality in Vietnam. Studies in Computational Intelligence, 760, 430–439. https://doi.org/10.1007/978-3-319-73150-6_34
Kumparan. (2022). TikTok Ramai Digunakan di Indonesia, Bagaimana Islam Memandangnya? Kumparan. https://kumparan.com/tesyaerfani123/tiktok-ramai-digunakan-di-indonesia-bagaimana-islam-memandangnya-1xdZE5MQQ8b
Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: A research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5–13. https://doi.org/10.2753/JEC1086-4415160201
Liu, H., Chu, H., Huang, Q., & Chen, X. (2016). Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce. Computers in Human Behavior, 58, 306–314. https://doi.org/10.1016/j.chb.2016.01.012
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057
Mayasari, I., Wijanarko, A., Risza, H., Kurniaty, D., Apriyana, N., & Wiadi, I. (2020). Branding: Konsep dan Studi Merek Lokal. In Angewandte Chemie International Edition, 6(11), 951–952. (Vol. 13, Issue April).
Megawaty, D. A., & Setiawan, E. (2017). Analisis Perbandingan Social Commerce. Jurnal Teknoinfo, 11(1), 1–4.
Miller, P. G., Johnston, J., Dunn, M., Fry, C. L., & Degenhardt, L. (2010). Comparing probability and non-probability sampling methods in ecstasy research: Implications for the Internet as a research tool. Substance Use and Misuse, 45(3), 437–450. https://doi.org/10.3109/10826080903452470
Mulyadi, M. (2013). Penelitian Kuantitatif Dan Kualitatif Serta Pemikiran Dasar Menggabungkannya. Jurnal Studi Komunikasi Dan Media, 15(1), 128. https://doi.org/10.31445/jskm.2011.150106
Nadeem, W., Khani, A. H., Schultz, C. D., Adam, N. A., Attar, R. W., & Hajli, N. (2020). How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust. Journal of Retailing and Consumer Services, 55(April), 102136. https://doi.org/10.1016/j.jretconser.2020.102136
Nurwita, I. (2015). Perancangan Kampanye Waspada Penipuan Saat Belanja Online the Design of Cautious Campaign. 2(2), 728–738.
Pambudy, A. F., Gumilang, S. F. S., & Hasibuan, M. A. (2015). Pengembangan Application Programing Interfaces Aplikasi Geo Social Commerce Dengan Metode Iteratif Dan Incremental Developing Application Programing Interfaces Geo Social. E-Proceeding of Engineering, 2(2), 5687–5694. https://openlibrary.telkomuniversity.ac.id/pustaka/files/101943/jurnal_eproc/pengembangan-application-programming-interfaces-aplikasi-geo-social-commerce-dengan-metode-iterative-dan-incremental.pdf
Permata, A. (2010). Online Shop. Online, 44(0), 1–2.
Plank, R. E., Reid, D. A., Pullins, E. B., The, S., Selling, P., Management, S., Summer, N., Plank, R. E., Reid, D. A., & Pullins, E. B. (2016). Perceived Trust in Business-to-Business Sales : A New Measure Linked references are available on JSTOR for this article : Methods in Sales Research Perceived Trust in Business-to-Business Sales : A New Measure. The Journal of Personal Selling and Sales Management, 19(3), 61–71.
Pradana, M. (2015). Klasifikasi Jenis-Jenis Bisnis E-Commerce. Jurnal Neo-Bis, 9(2), 32–40.
Setia Wibowo, B., Haryokusumo, D., YKPN Yogyakarta bambangsetia, S., & YKPN Yogyakarta, S. (2020). Peluang Revolusi Industri 4.0 Bidang Pemasaran: Pemanfaatan Aplikasi E-commerce, Sosial Media Instagram dan Digital Marketing terhadap keputusan Instant Online Buying Konsumen Generasi Millenial. CAPITAL: Jurnal Ekonomi Dan Manajemen, 3(2), 86–99. https://doi.org/10.25273/CAPITAL.V3I2.6077
Sheikh, Z., Yezheng, L., Islam, T., Hameed, Z., & Khan, I. U. (2019). Impact of social commerce constructs and social support on social commerce intentions. Information Technology and People, 32(1), 68–93. https://doi.org/10.1108/ITP-04-2018-0195
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(December 2018), 100886. https://doi.org/10.1016/j.elerap.2019.100886
Tuncer, I. (2021). The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm. Technology in Society, 65(December 2020), 101567. https://doi.org/10.1016/j.techsoc.2021.101567
Tusanputri, A. V. (2021). Pengaruh iklan dan program gratis ongkir terhadap keputusan pembelian pada platform e-commerce tiktok shop The effect of advertising and free shipping programs on purchase decision on the tiktok shop e-commerce platform. 23(4), 632–639.
Wang, P., Huang, Q., & Davison, R. M. (2020). How do digital influencers affect social commerce intention? The roles of social power and satisfaction. Information Technology and People, 34(3), 1065–1086. https://doi.org/10.1108/ITP-09-2019-0490
Wardhana, A. (2015). Strategi Digital Marketing dan Implikasinya Pada Keunggulan Bersaing UMK di Indonesia. In Seminar Nasional Keuangan Dan Bisnis IV, April 2015, 327–337.
Waryanto, B., & Millafati, Y. A. (2006). Transformasi Data Skala Ordinal ke Interval dengan Menggunakan Makro Minitab. Informatika Pertanian, 15, 881–895.
Zhang, M., Xu, P., & Yinjiao, Y. (2022). Trust in social media brands and perceived media values: A survey study in China. Computers in Human Behavior, 127,(107024,), ISSN 0747-5632,. https://doi.org/10.1016/j.chb.2021.107024.
Published
2022-12-06
How to Cite
Burhanudin, & Baihaqi, F. (2022). PERAN GUIDANCE SHOPPING AFFORDANCE PADA SOCIAL COMMERCE INTENTION. Assets : Jurnal Ekonomi, Manajemen Dan Akuntansi, 12(2), 175-194. https://doi.org/10.24252/assets.v12i2.32579
Abstract viewed = 440 times