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All Journal Journal The Winners Tangkoko : Jurnal Manajemen dan Akuntansi
Kasetty, Donald Michi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Shaping Trust through Argument Quality: Exploring its Impact on Purchase Intentions in Social Commerce Kenang, Irantha Hendrika; Kasetty, Donald Michi
Journal The Winners Vol. 25 No. 1 (2024): Journal The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v25i1.11705

Abstract

The research aimed to investigate the influence of argument quality, namely perceived informativeness and persuasiveness, on trust and purchase intention within a social commerce context, focusing on TikTok. A quantitative method was applied, including 150 respondents. Participants were selected based on specific criteria of being active social commerce users. Additionally, the participants’ age was restricted to between 18 and 23 years old since data indicated that Generation Z with a strong tendency to shop online, used TikTok more than other social media platforms. Data collection included distributing questionnaires through Google Forms, using a 5-point Likert scale. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that perceived informativeness and persuasiveness affect trust towards both members of TikTok and the platform. It has a positive impact on purchase intention due to higher levels of trust in social commerce members and the platform. Meanwhile, trust towards members significantly affects the TikTok platform, and the relationship is non-significant. A potential differentiation is reported concerning the formation of trust. In this context, trust in individual users does not necessarily influence the platform within the context of TikTok social commerce. These insights are valuable for marketers and platform developers seeking to improve user engagement and transaction rates on social commerce platforms. The implications suggest that enhancing the informativeness and persuasiveness of content can be a strategic method for enhancing trust and promoting purchase intention.
PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI ONLINE MARKETPLACE SHOPEE(STUDI KASUS MAHASISWA STIE PETRA BITUNG) Kadir, Irmawati; Kenanga, Dhian Theresia; Kasetty, Donald Michi
Tangkoko: Jurnal Manajemen dan Akuntansi Vol. 10 No. 1 (2024): Februari
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Petra Bitung

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Abstract

E-commerce adalah proses di mana konsumen membeli barang, jasa, dan lain-lain langsung dari penjual melalui internet secara interaktif dan real-time tanpa perantara. Ulasan pelanggan online adalah bentuk kata elektronik dari mulut ke mulut (eWOM). Belanja online merupakan trend yang kini telah merambah dunia sekolah dan kampus. Pesatnya perkembangan teknologi internet telah menyebabkan perubahan di kalangan mahasiswa, termasuk mahasiswa di STIE Petra Bitung. Perubahan perilaku ini terlihat pada kebiasaan berbelanja mahasiswa yang dulunya membeli langsung dari pasar atau mall terdekat, kini lebih memilih belanja online.Teknik analisis data pada penelitian ini yaitu uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji t, uji f dan koefisien determinasi. Hasil penelitian menunjukkan bahwa variabel online customer review dan online customer rating secara simultan berpengaruh signifikan terhadap keputusan pembelian secara online. Secara parsial variabel Online Customer Review berpengaruh signifikan dengan nilai sebesar 0.03 < 0.05 dan nilai thitung 2.217 > ttabel 1.989 maka dapat dinyatakan bahwa H1 diterima. Sedangkan variabel online customer rating tidak berpengaruh secara parsial dengan menunjukkan nilai signifikansi uji parsial sebesar 0.129 < 0.05 dan nilai thitung 1.546 > ttabel 1.989 maka dapat dinyatakan bahwa H2 ditolak.
Co-Authors Irantha Hendrika Kenang Kadir, Irmawati Kenanga, Dhian Theresia