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Trust Based Social Commerce Price and Consumer Behavior in Jastip Indonesia

APTISI Transactions on Management (ATM) · Vol. 10 No. 2 (2026) · hlm. 243–254

DOI
10.33050/atm.v10i2.2636
ISSN
2622-6804, 2622-6812
Terbit
2026-05-24
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

The rapid growth of social commerce in Indonesia has given rise to informal digital business models such as Jastip (Jasa Titip) personal shopping service, which represents a grassroots form of digital transformation among Micro, Small, and Medium Enterprises (SMEs). Operating entirely through digital platforms such as Instagram and WhatsApp, Jastip exemplifies how technology- driven commerce is reshaping consumer behavior and SME competitiveness beyond formal marketplace structures. This study empirically examines the influence of three key digital commerce antecedents, Online Customer Review (OCR), Shopping Experience (SE), and price on Online Purchase Intention (OPI), mediated by Consumer Trust (CT), in the Jastip context. A quantitative approach was employed using Structural Equation Modeling (SEM-LISREL) with 115 respondents from Generation Y (aged 24–39 years). Results demonstrate that price is the only antecedent with a significant direct effect on consumer trust (t-value = 2.84), which in turn strongly predicts online purchase intention (t-value = 5.76). Consumer trust fully mediates the price purchase intention relationship (complete mediation), while OCR and shopping experience were not found to significantly predict trust in this informal digital commerce context. These findings offer strategic implications for Jastip operators and digital SME policymakers, emphasizing that transparent pricing and trust architecture are the primary digital levers for driving purchase intention in informal social commerce platforms.

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  • Universitas Esa Unggul
  • Universitas Raharja
  • Multimedia Nusantara University
  • State University of Semarang
  • University of Agriculture Faisalabad
  • Universitas Pradita
  • O. P. Jindal Global University
  • Afiliasi tidak diketahui
  • Organisasi berbeda
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Rekan penulisOrganisasiArtikel bersama
Suryari PurnamaAfiliasi tidak diketahui3
Tessa HandraMultimedia Nusantara University2
Agung RizkyUniversitas Raharja2
Erlina Puspitaloka MahadewiUniversitas Esa Unggul2
Sulthan Taqi SampoernaAfiliasi tidak diketahui2
Arop Ria Saulina PanjaitanUniversitas Esa Unggul2
Safiani A. FaaroekUniversitas Esa Unggul2
Muhammad Rehan AnwarUniversity of Agriculture Faisalabad1
Muhammad Farhan KamilUniversitas Raharja1
Bayu Laksma PradanaUniversitas Pradita1
Gautam KhannaAfiliasi tidak diketahui1
Suhandi SuhandiAfiliasi tidak diketahui1
Ihsan Nuril HikamUniversitas Raharja1
Abdul JalilUniversitas Esa Unggul1
Derajat AmperajayaUniversitas Esa Unggul1
Roesfiansjah RasjidinUniversitas Esa Unggul1
Untung RahardjaUniversitas Raharja1
Mohammad AnnasMultimedia Nusantara University1
Nanda SeptianiUniversitas Raharja1
Sri Wuli FitriatiState University of Semarang1
Rahayu Puji HaryantiState University of Semarang1
Ana TherianaAfiliasi tidak diketahui1
Khatarina RustipaAfiliasi tidak diketahui1
Ripda ErwinAfiliasi tidak diketahui1
Rahul BhandariO. P. Jindal Global University1
Andyani SukmasariAfiliasi tidak diketahui1
Fachmi TamzilUniversitas Esa Unggul1
Ulfania Eka ErlindaUniversitas Esa Unggul1
. HusinAfiliasi tidak diketahui1
Toni SuharaAfiliasi tidak diketahui1
Toni SuharaAfiliasi tidak diketahui1
Ridhuan AhsanitaqwimAfiliasi tidak diketahui1
SuhandiAfiliasi tidak diketahui1
Ridhuan AhsanitaqwimUniversitas Raharja1
Sirje NurmAfiliasi tidak diketahui1
Umi RusilowatiAfiliasi tidak diketahui1
Daniel BennetAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://ijc.ilearning.co/ATM/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Trust Based Social Commerce Price and Consumer Behavior in Jastip Indonesia</dc:title>
	<dc:creator xml:lang="en">Purnama, Suryari</dc:creator>
	<dc:creator xml:lang="en">Bangun, Cicilia Sriliasta</dc:creator>
	<dc:creator xml:lang="en">Ikhsan, Ramiro Santiago</dc:creator>
	<dc:subject xml:lang="en">Social Commerce</dc:subject>
	<dc:subject xml:lang="en">Digital SME</dc:subject>
	<dc:subject xml:lang="en">Consumer Trust</dc:subject>
	<dc:subject xml:lang="en">Online Purchase</dc:subject>
	<dc:subject xml:lang="en">Jastip</dc:subject>
	<dc:description xml:lang="en">The rapid growth of social commerce in Indonesia has given rise to informal digital business models such as Jastip (Jasa Titip) personal shopping service, which represents a grassroots form of digital transformation among Micro, Small, and Medium Enterprises (SMEs). Operating entirely through digital platforms such as Instagram and WhatsApp, Jastip exemplifies how technology- driven commerce is reshaping consumer behavior and SME competitiveness beyond formal marketplace structures. This study empirically examines the influence of three key digital commerce antecedents, Online Customer Review (OCR), Shopping Experience (SE), and price on Online Purchase Intention (OPI), mediated by Consumer Trust (CT), in the Jastip context. A quantitative approach was employed using Structural Equation Modeling (SEM-LISREL) with 115 respondents from Generation Y (aged 24–39 years). Results demonstrate that price is the only antecedent with a significant direct effect on consumer trust (t-value = 2.84), which in turn strongly predicts online purchase intention (t-value = 5.76). Consumer trust fully mediates the price purchase intention relationship (complete mediation), while OCR and shopping experience were not found to significantly predict trust in this informal digital commerce context. These findings offer strategic implications for Jastip operators and digital SME policymakers, emphasizing that transparent pricing and trust architecture are the primary digital levers for driving purchase intention in informal social commerce platforms.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-05-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ijc.ilearning.co/ATM/article/view/2636</dc:identifier>
	<dc:identifier>10.33050/atm.v10i2.2636</dc:identifier>
	<dc:source xml:lang="en">APTISI Transactions on Management (ATM); Vol. 10 No. 2 (2026): May; 243-254</dc:source>
	<dc:source xml:lang="id">APTISI Transactions on Management (ATM); Vol 10 No 2 (2026): May; 243-254</dc:source>
	<dc:source>2622-6804</dc:source>
	<dc:source>2622-6812</dc:source>
	<dc:source>10.33050/atm.v10i2</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://ijc.ilearning.co/ATM/article/view/2636/954</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Suryari Purnama, Cicilia Sriliasta Bangun, Ramiro Santiago Ikhsan</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>