Rethinking Trust: The Role Of Social Support, Presence, And Content Quality In Shaping Social Commerce Intentions

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Published: Aug 7, 2025
DOI: https://doi.org/10.24905/permana.v17i3.1080
Keywords:
Social Support, Social Presence, Content Quality, Trust, Intention to Use, Social Commerce SEM-PLS

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Sofa Fikri Haikal Haikal
Universitas Muhammadiyah Surakarta
Rini Kuswati

Abstract

This study aims to examine the impact of social support, social presence, and quality of the information regarding the plan to use social commerce, with trust serving as a variable of mediation.  The study adopts a quantitative approach involving 151 respondents residing in Surakarta who have experience purchasing via social commerce platforms. Data were collected through structured questionnaires and analyzed using Structural Equation using the Partial Least Squares (PLS) approach for modeling (SEM).  The results show that social support significantly affects both trust and intention to use social commerce. Social presence and content quality significantly influence want to engage in social trade, but not trust. Furthermore, trust itself does not significantly influence people's intentions to utilize social commerce and does not mediate the influence of the independent variables. These results highlight that while interactional and content-based factors directly influence user behavior, trust may not always serve as a central psychological mechanism in digital purchasing decisions.

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How to Cite
Haikal, S. F. H., & Rini Kuswati. (2025). Rethinking Trust: The Role Of Social Support, Presence, And Content Quality In Shaping Social Commerce Intentions. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 17(3), 1260–1273. https://doi.org/10.24905/permana.v17i3.1080
Issue
Vol. 17 No. 3 (2025): Special Issue
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Licensed under Creative Commons License a Creative Commons Attribution-NonCommercial 4.0 International License

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