Tilaswati, Saprilia Kevin (2023) Pengaruh Social Commerce Construct, Trust in Social Media, Emotional Support, dan Relationship Quality Terhadap Social Commerce Intention Pada Pengguna TikTok Shop. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to examine the effect of social commerce construct, trust in social media, emotional support, and relationship quality on social commerce intention among TikTok Shop users. The survey data collected through the distribution of online questionnaires amounted to 130 respondents from the Surabaya, Sidoarjo, Mojokerto and Gresik areas. The results of the respondents' responses that have been collected are then analyzed descriptively using SPSS and statistically analyzed using SmartPLS 3.0. This research method uses Structural Equation Modeling. The results of the study show that the influence of the social commerce construct has a significant effect on trust in social media, emotional support, and relationship quality. The influence of trust in social media has a significant effect on social commerce intention. The effect of emotional support has no significant effect on social commerce intention. The influence of relationship quality has a significant effect on social commerce intention. The results of this study provide new insights for marketers about the need for emotional support that attracts more customer attention to TikTok Shop users. Providing emotional support can be through giveaway or endorse. This method is done to increase the emotional support of TikTok Shop customers to make them more loyal and to make the TikTok Shop the first choice for online shopping. Keyword : Social Commerce Construct, Trust in Social Media, Emotional Support, Relationship Quality, Social Commerce Intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SAPRILIA KEVIN TILASWATI |
| Date Deposited: | 17 Apr 2023 01:55 |
| Last Modified: | 17 Apr 2023 01:55 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10258 |
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