Trust Level Measurement and Analysis of Social Commerce in Indonesia

  • Andarini Larasasri
  • Alva Erwin
  • Kho I Eng
Keywords: Social commerce, Trust, Measurement, Analysis, Indonesia

Abstract

Trust is the most important part to establishing a relationship between sellers and buyers. The purpose of this study is to measure the trust level of Indonesian
internet users towards social commerce in Indonesia. There are 4 antecedants in this
study, which is Perception of Others, Presence of Interaction, and Perceived of
Easiness. This study measuring the trust itself using 3 category, Trust Integrity, Trust
Benevolence, and Trust Competence. An online questionnaire is conducted to gather
the data from the people who frekuently purchased in Indonesian social commerce.
After data was gathered, Structural Equation Modeling (SEM) was conducted. To get
the value of latent variable from construct, Confirmatory Factor Analysis (CFA) was
used in this study. The result of this study is the consumer trust level of social
commerce in Indonesia is 52%. And it quite surprise because most of Indonesian
people looks like doubting the social commerce.

Published
2020-10-01