Discovering the Influencing Factors of Trust on Social Commerce in the Jastip Business Model

Nowadays, social media does not only have functions to communicate with family and friends but also has a function as a place to do business. Online shopping activities carried out on social media are called social commerce. One of the social commerce business models is currently being carried out on social media is the Jastip business. However, the high level of risk and uncertainty in Jastip makes it difficult for Jastip businesses to gain customer trust. This research aims to identify the factors that influence customer trust in Jastip market on social media. Data obtained through the distribution of questionnaires to 213 respondents who have social media and know Jastip business. Data was collected and analyzed by PLS-SEM using SmartPLS3. Based on the results of the analysis of key opinion leaders (an expert in a particular field), emotional support, endorsements by social media influencers, familiarity, and word of mouth (recommendations and comments) can influence trust in Jastip business on social media positively. The results of this study can be used as input to be able to determine the best strategy to be able to gain customer trust on social media.