Factors Affecting Purchase Intention In Social Commerce

The increase in buying and selling activities in social media applications creates a new environment called social commerce. Bank of Indonesia records the nominal of e-commerce transactions in Indonesia in 2021 reached 401 trillion rupiahs, which increased by 50,6% from 266.3 trillion rupiahs in 2020. Social commerce application allows user to experience social interaction and commerce activity in one application. The author sees that not many studies in information systems discuss this topic. To fill the gap, this study develops a model utilizing the Stimulus-Organism-Response (S-O-R) Theory and IT Affordance Theory to examine the relationship between IT Affordance, social influence, social presence, and trust on purchase intention in social commerce. This study using quantitative method and collected 400 respondents via an online questionnaire. Data were processed using Partial Least Square - Structural Equation Modeling analysis (PLS-SEM) and SmartPLS software to test the hypothesis made. The result of this study found that guidance shopping, social influence, and social presence have a positive impact on trust, and trust has a positive effect on purchase intention. However, this study found that visibility and metavoicing did not positively affect trust, so it can be concluded that 4 of the six hypothesis are accepted.