The Role of Trust in Social Commerce Site in Purchasing Behavior on Tiktok Shop Indonesia

Burhanudin, Burhanudin and Puspita, Hilda Marsya (2023) The Role of Trust in Social Commerce Site in Purchasing Behavior on Tiktok Shop Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan, 7 (6). pp. 1350-1363. ISSN 2598-0289

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Abstract

Social commerce has developed as something new trend that utilizes social media to influence consumer purchasing behavior. This article aims to investigate the direct influence of informational support and emotional support on purchasing behavior as well as its indirect influence through trust in social commerce sites. A survey was conducted among a sample of 263 consumers who have engaged in social commerce through TikTok Shop. The collected data was analyzed using the structural equation modeling technique. Based on the research findings, it was revealed informational support and emotional support has direct influences on purchasing behavior and indirectly through trust in social commerce site. The findings imply that establishing trust is essential for driving consumer behavior in the context of social commerce. Moreover, the presence of social commerce platforms motivates marketers to leverage social media as a more effective marketing tool to build consumer trust and shape purchasing behavior. These findings highlight the significance of trust-building strategies and the potential of social commerce in influencing consumer decision-making processes.

Item Type: Article
Subjects: 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Lecturer
Depositing User: BURHANUDIN BURHANUDIN
Date Deposited: 02 Jan 2024 01:40
Last Modified: 09 Jan 2024 06:16
URI: http://eprints.perbanas.ac.id/id/eprint/11738

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