Abstract:
Purpose The purpose of this study is to give more insight into social commerce,
especially Instagram at Greater Jakarta. The study explores factors influencing the
Purchase Intention on Instagram, which include Social Commerce Construct
(SCC), Hedonic and Utilitarian Shopping Value, Cognitive and Affective
Appraisal, also satisfaction.
Design/methodology/Approach Quantitative method is used in this study and to
collect the data, researcher used a survey containing questionnaires as the tool. The
questionnaire was made by using Google Form and spread to Greater Jakarta aged
between 15 25 and collected 268 respondents. Structural Equation Modelling is
used to analyzed the data that are collected.
Findings The result showed that Cognitive Appraisal mediated Social Commerce
construct, which includes Learning from Forums and Communities, Social
Recommendation, and Ratings and Reviews, and Utilitarian Shopping Value to
influence Purchase Intention. Meanwhile, Hedonic and Utilitarian Shopping Value
are influencing Purchase Intention mediated by Satisfaction.
Originality Value This study is to provide a better understanding and views of
social commerce in Indonesia, especially on Instagram. This study also gives
insight about factors influencing purchase intention for sellers on Instagram and
how to increase customer engagement.
