Adopsi Stimuli-Organism-Response (S-O-R) Framework Untuk Pengembangan Model Pengaruh Trust Terhadap Purcahe Intention Pelanggan Facebook Live Marketing

Wisnu Kurniadi, Nahrun Hartono

Abstract


E-commerce terus berkembang dan mengalami evolusi, salah satunya adalah dengan memanfaatkan data dan interaksi yang ada pada media sosoal sehingga menciptakan social commerce (s-commerce). Salah satu kendala yang umumnya dialami oleh seller online shop adalah masalah kepercayaan (trust) calon pelanggan. Makalah ini bertujuan mengajukan Stimuli-Organism-Response (S-O-R) framework dengan indikator dimensi trust yang diperluas (Trust in product dan Trust in seller) untuk membantu variabel organism dalam SOR framework memprediksi perilaku pengguna facebook live. Bagi para pelaku bisnis yang menggunakan facebook live sebagai media penjualan, faktor-faktor yang berpengaruh pada SOR framework ini dapat dijadikan target dalam membuat strategi pemasaran untuk meningkatkan penjualan. Dalam bidang akademik, makalah ini menyediakan model alternatif yang dapat digunakan untuk memprediksi dan menguji perilaku individu dalam penggunaan teknologi informasi.

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References


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