Impact of Social Commerce Characteristics on Consumer Trust on Online Shop In Instagram
Abstract. This study aims to determine the influence of social commerce characteristics
consisting of reputation, quality of information, transaction security, communication,
economic feasibility, references word of mouth and brand image to consumer
confidence in online shop in Instagram. The type of this research is quantitative
descriptive with causal research design. The population in this study is the entire
community who ever made an online purchase in Instagram. The sample used was 175
respondents, using purposive sampling technique. The results showed that the variable
reputation, communication, references word of mouth and brand image affect the
consumer confidence. While the variable of information quality and economy
feasibility do not have an effect on consumer trust
Keywords: Social Commerce, Reputation, Information Quality, Transaction Security,
Economic Feasibility, Word of Mouth Reference, and Brand Image.
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