PERAN SOCIAL SUPPORT TERHADAP RELATIONSHIP QUALITY DAN SOCIAL COMMERCE INTENTION

Abstract

Abstract: In the era of social commerce, individuals share their knowledge, experience, and information about products and services with people in their neighborhood or close friends. Formed on the basis of social support theory, relationship quality, and social media concepts, this study proposes a model that aims to investigate or analyze more deeply about the role of social factors that influence relationship quality with its three dimensions (commitment, trust and satisfaction), as well as social commerce intention. Surveys were conducted using online-survey platforms and questionnaires distributed on which are the most popular social networking sites in Indonesia (APJII, 2016), and the PLS-SEM method was used to prove empirically the proposed model. The results of this study related to social factors that give a significant influence on relationship quality and social commerce intention. This study highlights the changing behavior of consumers in the era of social commerce. It also contributes positively to the development of theory in the context of social commerce. Practically, the results of this study indicate that technology changes in the ecommerce is a new opportunity and challenge for practitioners to be able to adjust and take advantage of these opportunities. Keywords: social commerce, social support, relationship quality, social media

Keywords

• social commerce, social support, relationship quality, social media