“DEAR SIS”: A Case Study on Trust Cultivation on Indonesian Facebook Online Craft Stores

Fitria Mayasari, Indra Khrisnamurti

Abstract


Advances in communications technology have allowed new forms of trade, i.e. through online means between sellers and customers. The use of Facebook social networking platform as a tool for online trade has brought a question on the factors influencing the creation of trust in among its users who are engaged in a community of craft makers (sellers and customers). This research hypothesised that three independent variables influence trust, namely intensity of interaction, similarity of interest and endorsement. The research was done through questionnaires distributed to 151 samples. Data analysis was performed through SPSS, using Spearman's correlation to note the strength of relationship between variables. Results of the questionnaire show a medium strength correlation between the independent and dependent variables.

 

To cite this article (7th APA style):

Mayasari, F. & Khrisnamurti, I. (2019). “Dear Sis”: A Case Study on Trust Cultivation on Indonesian Facebook Online Craft Stores. Journal Communication Spectrum, 9(2), 94-109. http://dx.doi.org/10.36782/jcs.v9i2.209

Keywords


Interaction; Interest; Endorsement; Online Trade; Social Networking

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