Pengaruh social support terhadap relationship quality dan social commerce intention pada pengguna facebook

Utomo, Felix Pramono (2018) Pengaruh social support terhadap relationship quality dan social commerce intention pada pengguna facebook. Masters thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study is to see the effect of Social Support on Relationship Quality and Social Commerce Intention on Facebook users in the area of DKI Jakarta and outside DKI Jakarta. High Quality Relationship signifies that customers are consistently satisfied with the products and services offered in the past while social commerce intention demonstrates the consumer's intention to maintain a long-term relationship with the social media website it uses. Respondents in the study amounted to 409 people who are Facebook users in DKI Jakarta and outside DKI Jakarta. The variables used in this study were measured using a Likert scale. Technique of collecting data using technique of nonprobability sampling with judgmental method. For data processing in this study using Structural Equation Modeling (SEM) using Smart PLS program version 3 and interview. The result of this research is Social Support positively influence to Relationship Quality and Social Commerce Intention. This suggests that the more often someone accessing Facebook will give a positive feeling. Where this positive feeling then leads someone to maintain Relationship Quality to establish trust and satisfaction of the products or services offered by the company or marketer so that indirectly affect the Social Commerce Intention so that customers become loyal to the products or services offered in social media Facebook. / Tujuan dari penelitian ini adalah untuk melihat pengaruh Social Support terhadap Relationship Quality dan Social Commerce Intention pada pengguna Facebook di wilayah DKI Jakarta dan diluar DKI Jakarta. Relationship Quality yang tinggi menandakan bahwa pelanggan secara konsisten puas dengan produk dan jasa yang ditawarkan di masa lalu sedangkan social commerce intention menunjukkan niat konsumen untuk mempertahankan hubungan jangka panjang dengan situs web media sosial yang digunakannya. Responden dalam penelitian berjumlah 409 orang yang merupakan pengguna Facebook di DKI Jakarta dan di luar DKI Jakarta. Variabel – variabel yang digunakan dalam penelitian ini diukur dengan menggunakan skala Likert. Teknik pengumpulan data menggunakan teknik non – probability sampling dengan metode judgmental. Untuk pengolahan data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan menggunakan program Smart PLS versi 3 dan wawancara. Hasil penelitian adalah Social Support berpengaruh positif terhadap Relationship Quality dan Social Commerce Intention. Hal ini menunjukkan bahwa semakin sering seseorang mengakses Facebook maka akan memberikan perasaan positif. Dimana perasaan positif ini kemudian mengarahkan seseorang menjaga Relationship Quality untuk membentuk kepercayaan dan kepuasan terhadap produk atau jasa yang ditawarkan perusahaan atau marketer sehingga secara tidak langsung mempengaruhi Social Commerce Intention agar pelanggan menjadi loyal terhadap produk atau jasa yang ditawarkan di media sosial Facebook.

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