Alika, Rheananda and Adriant,, Irayanti and Siswanto,, Budi Nur (2024) ANALISIS PENGARUH VISIBILITY DAN SOCIAL COMMERCE CONSTRUCT TERHADAP CUSTOMER’S BUYING INTENTION PASCA PENERTIBAN TIKTOK SHOP DENGAN TRUST SEBAGAI VARIABEL INTERVENING (TA.16.20.24.26). Masters thesis, Universitas Logistik Dan Bisnis Internasional.
Full text not available from this repository.Abstract
ANALISIS PENGARUH VISIBILITY DAN SOCIAL COMMERCE CONSTRUCT TERHADAP CUSTOMER’S BUYING INTENTION PASCA PENERTIBAN TIKTOK SHOP DENGAN TRUST SEBAGAI VARIABEL INTERVENING Rheananda Alika Program Studi S-1 Manajemen Logistik, Fakultas Logistik Teknologi dan Bisnis, Universitas Logistik dan Bisnis Internasional ABSTRAK Perkembangan teknologi dan informasi telah meningkatkan peran media sosial dalam lingkungan bisnis yang terlihat dari meningkatnya tren social commerce atau s-commerce. Social commerce merupakan perkembangan baru dari E-commerce dimana kegiatan pembelian dapat dilakukan melalui media sosial yang dapat memberdayakan interaksi pelanggan di internet. TikTok Shop merupakan platform social commerce yang cukup populer di kalangan pelanggan di Indonesia. Namun karena berbagai faktor seperti izin yang belum ada untuk melaksanakan kegiatan e-commerce, dan adanya indikasi pelaksanaan predatory pricing, Menteri Perdagangan RI terpaksa harus menertibkan platform tersebut dan hal ini akhirnya berdampak pada penjualan para seller TikTok Shop Indonesia seperti penurunan pendapatan, penurunan penjualan, dan penurunan jumlah views. Oleh karna itu, penelitian ini menyelidiki peran visibility, soicial commerce construct, dan customer’s trust terhadap customer’s buying intention setelah kebijakan TikTok Shop menggunakan data primer melalui survei terhadap 272 pengguna TikTok di Indonesia sebagai responden. Dengan menggunakan metode PLS-SEM, penelitian ini menemukan bahwa customer’s trust dapat mempengaruhi customer’s buying intention. Penelitian ini juga menemukan bahwa terdapat pengaruh langsung antara visibility terhadap customer’s buying intention dan terdapat pengaruh tidak langsung antara social commerce construct, customer’s trust, dan customer’s buying intention. Kata Kunci : Social Commerce, TikTok Shop, Visibility, Social Comerce Construct, Trust, Customer’s Buying Intention x Universitas Logistik dan Bisnis Internasional ANALYSIS THE INFLUENCE OF VISIBILITY AND SOCIAL COMMERCE CONSTRUCT ON CUSTOMER’S BUYING INTENTION AFTER THE IMPLEMENTATION OF TIKTOK SHOP REGULATION WITH TRUST AS AN INTERVENING VARIABLE Rheananda Alika Logistics Management Department, Faculty of Logistics, Technology, and Business, Universitas Logistik dan Bisnis Internasional ABSTRACT The development of technology and information has increased the role of social media in the business environment that can be seen from the rising trend of social media commerce. Social commerce is a new development of E-commerce where purchasing activities can be carried out via social media which can empower customer interactions on the internet. TikTok shop is a social commerce platform that is quite popular among the customers in Indonesia. However, for some reason such as licenses problems and predatory pricing suggestion, the Indonesian Minister of Trade was forced to regulate the platform and this ultimately had an impact on the sales of Indonesian TikTok Shop sellers such as the decrease of sales, profit, and content views. This article investigates the role of visibility, social commerce construct, and trust in customer’s buying intentions after the TikTok Shop policy using primary data through an online survey of 272 TikTok users in Indonesia as respondents. By using the PLS-SEM method, this research found that customer’s trust can influence customer’s buying intention. This research also found that there is a direct influence between visibility and customer’s buying intention and there is a indirect influence between social commerce construct, customer’s trust, and customer’s buying intention. Keywords : Social Commerce, TikTok Shop, Visibility, Social Commerce Construct, Trust, Customer’s Buying Intention
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce > HF5601 Accounting |
| Depositing User: | Unnamed user with email [email protected] |
| Date Deposited: | 17 Jul 2024 08:47 |
| Last Modified: | 18 Jul 2024 07:34 |
| URI: | http://eprint.ulbi.ac.id/id/eprint/2337 |
Actions (login required)
 |
View Item |
