The Effect Of Social Commerce Cosntruct And Brand Image On Consumer Trust And Purchase Intention (Study On Fujifilm_Id Instagram Followers)

Business activity has been evolve rapidly in recent years by advancement of human needs. In this digital era, company must adapt its business to fit with consumer environment by using eCommerce. Social commerce is a new development of e-commerce by using social media platform to interact in internet. Current studies only examine model on its own basis by using direct effect only. Based on this idea, this research is examine both of model toge r of social commerce construct and brand image to reveal which factor that give greater effects against consumer trust and purchasing intention both direct effect, indirect effects and total effects. Drawing a literature from marketing and information systems (IS) author is propose a model to understand relationship between social commerce construct and brand image against purchasing intention in Instagram. model is proposed to understand to current phenomena of social commerce arrival on consumer trust and purchase intention. study employs Generalized Structured Component Analysis (GSCA) methodology to test model. method is chosen since, re is not many research in area that examine proposed model. research object was @fujifilm_id instagram followers as many as 99 respondents. respondent was chosen based on criteria of at least ever purchase product once. Results shows that social commerce construct are likely to give greater effect against purchase intention ra r than by brand image whe r in direct, indirect and total effect. Since market today are vary that is brand image is not strong enough on consumer mind. Yet, brand image is a crucial part of a brand which is need to be maintained on customer perspective. Implication, limitation, discussion and future research direction are discussed at end of paper