PERANAN ONLINE TRUST DAN ONLINE SERVICE QUALITY TERHADAP PERCEIVED VALUE SOCIAL COMMERCE OZZIE MOTOR
DOI:
https://doi.org/10.35794/jmbi.v9i3.43963Abstract
Abstract. The rapid use of the internet to carry out online buying and selling transactions has an impact on changing the method of face-to-face trading and cash payments into e-commerce with various forms of payment. The high access of the Indonesian people to social media and online buying and selling activities is used by e-commerce actors to conduct social commerce through social media. This study aims to identify the role of online trust and online service quality on the perceived value of social commerce customers in one of the automotive industry players who use Instagram social commerce in marketing their products/services.
Abstrak. Pesatnya penggunaan internet untuk melakukan transaksi jual beli online berdampak pada perubahan cara perdagangan tatap muka dan pembayaran secara tunai menjadi e commerce dengan berbagai bentuk pembayaran. Tingginya akses masyarakat Indonesia terhadap social media dan aktivitas jual beli online ini dimanfaatkan oleh para pelaku e commerce untuk melakukan social commerce melalui media sosial. Penelitian ini bertujuan untuk mengidentifikasi peranan kepercayaan online (online trust) dan kualitas layanan online (online service quality) terhadap persepsi nilai yang dirasakan pelanggan social commerce pada salah satu pelaku industri otomotif yang menggunakan social commerce instagram dalam memasarkan produk/ jasanya.
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