Social Interaction Generasi Z Di Pematang Siantar : Antecedents Social Commerce Intention Dimana Social Commerce Construct Sebagai Variabel Intervining

Liharman Saragih, Rosita Manawari Girsang, Wico Jontarudi Tarigan

Abstract


Penelitian ini digerakan oleh fenomena berbelanja online pada media  sosial seperti berbelanja di facebook, instagram dan penawaran secara pribadi dilakukakan pada aplikasi messenger maupun whatsApp. Penelitian ini bertujuan untuk meneliti pengaruh Social Interaction Terhadap Social Commerce Intention  pada  generasi Z dimana  Social Commerce Construct  Sebagai Variabel Intervining. Penelitian akan dilakukan pada generasi Z di kota Pematangsiantar.  Hasil penelitian menunjukkan bahwa variabel ketiga variebel signifikan mempengaruhi keputusan niat melakukan perdagangan di media sosial, namun ketika variabel sosial commerce construct dijadikan variabel intervining maka human to computer interaction tidak siginifikan mempengaruhi niat melakukan perdagangan di media sosial

Keywords


Social Interaction, Social Commerce Intention, Social Commerce Construct, Generasi Z

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DOI: https://doi.org/10.17509/jbme.v6i2.37904

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