PERANAN KETERLIBATAN DALAM JEJARING SOSIAL DAN KEHATIHATIAN DALAM MEMBENTUK PERSISTENSI PADA PELANGGAN ONLINE YANG PERNAH MENGALAMI PENIPUAN

Aneke Dewi Rahayu, Rahmad Hidayat, Ph.D,

2012 | Tesis | S2 Psikologi

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The internet network has developed year by year and the utilizations have also increased and reached to various fields including being used as online shopping media. This commercial transaction can be found in digital media that does not need a physical meeting among the parties doing the transaction and that media is in a public network. E-commerce transaction keeps on moving, however in reality, the development is accompanied by a lot of deception or fraud.In fact, the number of crimes in the e-commerce does not lose interest in buying online. There are two variables that can lead to the persistence of the customers towards e-commerce: involvement in social networks and prudent. Purpose of this study was to determine the effect of involvement in social networks and prudent because lack of trust to the persistence of the customers who had fraud experienced. This study uses the theory of trust by Mayer (1995), persistence by Schiffman and Kanuk (2004), and involvement in social networks by Valck (2005). Methods of analysis using path analysis with the AMOS program. The results of this study is the involvement in social networks influence a person's trust in e-commerce to occur persistence.

Kata Kunci : Involvement in social network, prudent, persistence, e-commerce, customers with fraud experiences