Analisis Nilai Pengaruh Social Commerce pada Pengguna Sosial Media di Kota Batam

Estrani, Destrina (2020) Analisis Nilai Pengaruh Social Commerce pada Pengguna Sosial Media di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan pada penelitian ini untuk mengetahui nilai-nilai dari social commerce terhadap pengguna sosial media di Kota Batam. Nilai-nilai pengaruh tersebut berasal dari variabel flow, enjoyment, perceived usefulness, perceived sacrifice, perceived risk, endorsement, critical mass dan variabel perceived value sebagai indikator interving serta variabel purchase intention sebagai indikator dependen. Pada penelitian ini dapat menjadi pedoman pengetahuan tentang strategi digital marketing di dalam sosial media. Metode pada penelitian ini dengan menggunakan metode terapan dan survey sebanyak 435 responden. Objek penelitian ini ialah pengguna aktif sosial media yang menggunakan aplikasi Facebook, Instagram, atau Youtube. Model penelitian ini menggunakan model Value-based Adoption Model (VAM) yang didasari dengan persepsi pengguna sosial media terhadap social commerce. Pengujian nilai pengaruh pada penelitian ini menggunakan perangkat Partial Least Square (PLS). Pada 10 hipotesis dalam penilitian memiliki diantaranya 6 hipotesis memiliki pengaruh signifikan dan 4 diantaranya tidak berpengaruh yang signifikan. Berdasarkan hasil pengujian penelitian ini menunjukkan bahwa variabel flow, enjoyment, perceived usefulness, perceived sacrifice berpengaruh signifikan dengan perceived value sebagai variabel intervening, serta variabel criticall mass dan purchase intention berpengaruh signifikan dengan purchase intention sebagai variabel dependen. Namun, variabel perceived risk tidak berpengaruh signifikan terhadap variabel perceived value sebagai variabel intervening, maupun purchase intention sebagai variabel dependen, serta variabel flow dan variabel endorsement tidak berpengaruh signifikan dengan variabel purchase intention sebagai variabel dependen. ********************************************************************** This study aims to find out the effects of social commerce value towards social media users in Batam City. The affecting values are coming from flow, enjoyment, perceived usefulness, perceived sacrifice, perceived risk, endorsement, critical mass and perceived value variables as intervening indicators and purchase intention variables as dependent indicators. This study can be a knowledge guideline about digital marketing strategies in social media. This research used applied methods and surveys with 435 respondents. The object of this research is active social media users, such as Facebook, Instagram, or Youtube. This research model uses Value-Based Adoption Model (VAM) which is based on the perception of social media users toward social commerce. To test the effects of the value, this study employed the Partial Least Square (PLS). Among 10 hypotheses in the research, 6 hypotheses had a significant influence and 4 had no significant influence. The results show that flow, enjoyment, perceived usefulness, perceived sacrifice variables have a significant effect on perceived value as an intervening variable, as well as critical mass and purchase intention variables have a significant effect on purchase intention as the dependent variable. However, neither the perceived risk variable significantly influences the perceived value variable as an intervening variable, nor the purchase intention as the dependent variable. The flow variable and endorsement variables do not significantly influence the purchase intention variable as the dependent variable as well.

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