Social Commerce on TikTok: How Social Capital Facets Shape Young Indonesian Tiktok Shopper’s Decision-Making Process and Satisfaction

Ellyawati, Jeanne and Bhimasta, Raden Agoeng (2024) Social Commerce on TikTok: How Social Capital Facets Shape Young Indonesian Tiktok Shopper’s Decision-Making Process and Satisfaction. In: 9th International Conference on Business and Economy, Soegijapranata Catholic University in Semarang.

Text 9th International Conference on Business and Economy - Social Commerce on TikTok How Social Capital Facets Shape Young Indonesian Tiktok Shoppers DecisionMaking Process and Satisfaction (2024).pdf Download (472kB)

Abstract

This study explores the impact of social capital on decision-making and satisfaction among young Indonesian TikTok users, analyzing how its different dimensions—structural, relational, and cognitive—affect decision confidence, comfort, and satisfaction. Utilizing PLS-SEM to analyze data from 326 participants, the findings reveal that structural social capital were not significantly influence decision confidence or comfort, indicating that mere connectivity lacks psychological impact. Similarly, relational components like trust in peers and reciprocity showed no significant effects on decision confidence and comfort, while identity with social groups notably boosts consumer decision confidence. Conversely, cognitive social capital, particularly shared language, substantially enhances both decision confidence and comfort, underscoring the critical role of mutual understanding in social commerce. This research, the first of its kind to assess the influence of various social capital aspects on decision comfort and confidence, offers new insights into how social capital shapes consumer behavior and satisfaction, providing valuable implications for improving user engagement on digital platforms

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