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22 December 2022
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22 December 2022
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22 December 2022
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Abstract

Social commerce mengacu pada perpanjangan situs website menjadi situs yang di integrasikan dengan fitur yang tersedia di social media, yang memungkinkan konsumen untuk melakukan interaksi baik sebelum, sedang maupun sesudah transaksi dilakukan. Sebagai salah satu negara dengan penggunaan social commerce yang terus mengalami perkembangan, indonesia memiliki potensi yang sangat besar dalam mengimplementasikan metode social commerce dengan sukses khususnya, social commerce khusus kategori kecantikan. Oleh sebab itu, konsumen merupakan target utama dari social commerce ini maka kebiasaan yang menjadi topik utama sangat dipertimbangkan adalah niat untuk membeli dan niat untuk melakukan word-of-mouth. Total responden dalam penelitian ini berjumlah 159 responden yang dikumpulkan melalui media online dan di olah menggunakan metode structural equation model (SEM) menggunakan aplikasi AMOS. Hasil penelitian ini akan memberikan gambaran teoritis dan praktis pada pengembangan social commerce khususnya industri kecantikan yang ada di Indonesia.

Keywords

perdagangan sosial WOM niat beli kecantikan

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Copyright (c) 2022 Hilda Ainun, Istyakara Muslichah

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Ainun, H., & Muslichah, I. (2022). Pengaruh Reputasi, Kualitas Informasi, Kepercayaan dan Kepuasan terhadap Niat Beli dan Niat WOM pada Situs Social Commerce Kecantikan di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(6), 88–100. Retrieved from https://journal.uii.ac.id/selma/article/view/26802
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