Model terintegrasi dari argument quality, trust dan purchase intention dengan social presence sebagai variable moderasi pada situs beauty social commerce
Info Katalog
File Repositori
Nomor Panggil : 022161157
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2020
Pembimbing 1 : Dyah Astarini
Subyek : Business education;Commerce - Computer networks
Kata Kunci : perceived informativeness, perceived persuasiveness, trust towards site members, trust towards site,
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2020_TA_MJ_022161157_Halaman-Judul.pdf | 18 | |
| 2. | 2020_TA_MJ_022161157_Bab-1.pdf | 7 | |
| 3. | 2020_TA_MJ_022161157_Bab-2.pdf | 28 |
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| 4. | 2020_TA_MJ_022161157_Bab-3.pdf |
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| 5. | 2020_TA_MJ_022161157_Bab-4.pdf |
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| 6. | 2020_TA_MJ_022161157_Bab-5.pdf |
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| 7. | 2020_TA_MJ_022161157_Daftar-Pustaka.pdf | ||
| 8. | 2020_TA_MJ_022161157_Lampiran.pdf |
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P enelitian ini bertujuan untuk mengeksplorasi peran social presence sebagai moderator pengaruh trust terhadap purchase intention pada situs social commerce. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner kepada 210 responden yang sudah pernah melakukan transaksi pada situs social commerce Sociolla 2 (dua) bulan sebelum penelitian dengan metode non-probability sampling. Analisis data menggunakan Structural Equation Model (SEM) pada program AMOS 22.0 dan SPSS 25.Hasil penelitian menunjukkan bahwa perceived persuasiveness berpengaruh positif terhadap trust towards site members, trust towards site member berpengaruh positif terhadap trust towards site, trust towards site berpengaruh positif terhadap purchase intention, social presence memoderasi pengaruh trust towards site terhadap purchase intention. Namun, tidak terdapat positif perceived informativeness terhadap trust towards site members, trust towards site members tidak berpengaruh positif terhadap purchase intention. Dalam konteks ini juga, ditemukan bahwa social presence tidak memoderasi pengaruh trust towards site members terhadap purchase intention.
T his study aims to explore the role of social presence as a moderator the effects of trust on purchase intention in social commerce sites. A survey was conducted on 210 consumers who made transactions on the social commerce site Sociolla at least In the last 2 (two) months by using non-probability sampling methods. The collected data was analyzed using Structural Equation Model (SEM) in AMOS 22.0 and SPSS 25 programs.The outcomes revealed that perceived persuasiveness had a positive effect on trust towards site members, trust towards site member has a positive effect on trust towards site, trust towards site has a positive effect on purchase intention, social presence moderates the influence of trust towards site on purchase intention. However, perceived informativeness did not positively influence trust towards site members, trust towards site members did not have a positive effect on purchase intention. Furthermore, it is shown that social presence did not moderate the effect of trust towards site members on purchase intention.
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