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Abstrak :
Fenomena komputer tablet yang sedang menjamur di Indonesia menjadi daya tarik tersendiri bagi peneliti untuk menguji kebenaran bahwa saat ini konsumen komputer tablet tidak terlalu terpengaruh pada kesadaran harga terhadap niat pembelian. Oleh karena itu, penelitian ini dibuat untuk menguji variabel price consciousness terhadap purchase intention. Price consciousness sendiri memiliki kaitan dengan perceived risk. Penelitian ini diadaptasi dari model penelitian Wu et al., 2011, dengan sedikit modifikasi dan penjabaran yang lebih dalam pada komponen perceived risk yaitu, financial risk, performance risk, convenience risk, dan psychosocial risk. Penelitian ini menggunakan alat pengukuran Structural Equation Model (SEM) dengan program LISREL 8.8. Jumlah responden yang didapat sebanyak 168 mahasiswa (baik yang sambil bekerja maupun yang tidak) di daerah Jabodetabek. Hasil penelitian menunjukkan financial risk dan convenience risk berpengaruh positif terhadap price consciousness, sedangkan performance risk memiliki pengaruh yang negatif terhadap price consciousness. Kemudian convenience risk berpengaruh negatif terhadap purchase intention, sedangkan psychosocial risk berpengaruh positif terhadap purchase intention. ......The phenomenon of tablet computers that are growing in Indonesia is the main reason for researchers to test whether current consumer tablet computer is not too affected by the awareness of the intention of the purchase price. This study tests the impact of variable price consciousness toward purchase intention. Price consciousness itself is influenced by the perceived risk. The study is adapted from a model study Wu et al. (2011) with a slight modification and elaboration of a more deeply perceived risk components, namely, financial risk, performance risk, convenience risk and psychosocial risk. This study uses a measurement tool Structural Equation Model (SEM) with LISREL program 8.8. The number of respondents is 168 students (whether currently is working or not) in the Greater Jakarta area (Jabodetabek). The results show that financial risk and risk convenience positively affect price consciousness, while performance risk has a negative influence on price consciousness. Moreover convenience purchase risk negatively affects intention, whereas psychosocial risk has positive affect on purchase intention.

Abstrak :
Strategi private label brands digunakan oleh berbagai bisnis ritel, termasuk ritel home improvements. Penelitian ini bertujuan untuk mengetahui pengaruh store image dan service quality di gerai ACE HARDWARE terhadap repurchase intention pada private label brand image KRISBOW. Data penelitian ini berasal dari kuesioner yang melibatkan 220 sampel responden. Analisa data menggunakan structural equation model (SEM) membuktikan bahwa store image berpengaruh positif terhadap private label brand (PLB) image, PLB image berpengaruh terhadap perceived risk, serta service quality dan price consciousness berpengaruh langsung dan positif terhadap repurchase intention. Faktor terbesar yang mempengaruhi repurchase intention adalah price consciousness. ......The strategy of private label brands is used by a variety of retail businesses, including retail home improvements. Therefore, this study aims to determine the effect of store image and service quality on ACE HARDWARE outlets to repurchase intention in the private label brand image KRISBOW. This research data derived from the questionnaire that involving sample of 220 respondents. Analysis of data using structural equation modeling (SEM) to prove that the store image has positive effects on the private label brand (PLB) image, PLB image has effect on the perceived risk, service quality and price consciousness has direct and positive effect on the repurchase intention. The biggest factor affecting repurchase intention is price consciousness

Abstrak :
Melihat perubahan yang terjadi terhadap konsumen sebaiknya para pelaku usaha selalu melakukan pembaharuan terhadap cara mereka dalam memberikan penawaran kepada konsumen. Penelitian ini memiliki tujuan untuk mengetahui sikap konsumen terhadap penawaran sebuah produk dengan dua jenis penawaran yang dilakukan secara secara bersama sama yaitu bonus packs dan price discount. Penelitian ini mencoba untuk melihat apakah konsumen yang memiliki price consciousness tinggi memiliki kecenderungan sikap yang lebih positif terhadap penawaran produk dengan kombinasi low bonus pack dan high price discount (LBP HPD) dibandingkan dengan high bonus pack dan low price discount (HBP LPD). Penelitian akan menggunakan factorial design between subject 2x2 dengan bonus pack dan price discount sebagai stimulus penelitian. Hasil penelitian menunjukan bahwa konsumen memiliki sikap yang lebih positif terhadap penawaran produk dengan kombinasi LBP HPD dibandingkan dengan HBP LPD. Lebih lanjut pembahasan hasil penelitian juga menunjukan sikap yang cenderung lebih positif terhadap penawaran dengan kombinasi LBP HPD karena efek dari price discount. Terakhir konsumen yang memiliki price consciousness yang tinggi tidak terbukti memiliki sikap yang lebih positif terhadap penawaran produk dengan kombinasi LBP HPD dibandingkan dengan HBP LPD sebaliknya konsumen dengan price consciousness rendah memiliki sikap yang lebih positif terhadap penawaran produk dengan kombinasi LBP HPD. Hasil temuan pada penelitian ini dapat dijadikan rujukan bagi produsen untuk lebih sering menawarakan produk dengan dua jenis penawaran secara sekaligus hal ini dapat meningkatkan value dan lebih menarik perhatian dari konsumen untuk membeli produk. ......Seeing the changes that have occurred to consumers, business actors should always update their ways of making offers to consumers. This study aims to determine consumer attitudes towards the offer of a product with two types of offers made together, namely bonus packs and price discounts. This study also tries to see whether consumers who have high price awareness tend to have a more positive attitude towards product offerings with a combination of low bonus packs and high price discounts (LBP HPD) compared to high bonus packs and low price discounts (HBP LPD). The study will use a 2x2 factorial design between subjects with bonus packages and price discounts as a research stimulus. The results of the study show that consumers have a more positive attitude towards product offerings with the LBP HPD combination compared to the HBP LPD. Further discussion of the results of the study also showed that attitudes tended to be more positive towards offers with the LBP HPD combination because of the effect of price discounts. Finally, consumers who have high price consciousness are not proven to have a more positive attitude towards product offerings with the LBP HPD combination compared to the HBP LPD, conversely consumers with low price consciousness have a more positive attitude towards product offerings with the LBP HPD combination. The findings in this study can be used as a reference for manufacturers to start offering products more frequently with two types of offers simultaneously, this can increase value and attract more consumers to buy the product.

Abstrak :
Meningkatnya permasalahan lingkungan membuat pasar produk ramah lingkungan terus mengalami pertumbuhan selama beberapa tahun terakhir karena meningkatnya permintaan dari konsumen. Adanya efek negatif dari bahan kimia terhadap kesehatan serta ligkungan telah membuat konsumen menjadi lebih tertarik untuk menggunakan produk green skincare. Untuk dapat memahami lebih baik mengenai niat beli konsumen pada produk green skincare, penelitian ini menggunakan theory of planned behavior (TPB) dan meneliti lebih lanjut mengenai faktor-faktor lain yang dapat mempengaruhi niat beli konsumen. Oleh karena itu, peneliti mencoba untuk meneliti pengaruh dari social media marketing, perceived consumer effectiveness (PCE), product knowledge, price consciousness, subjective norm, perceived behavioral control, dan attitude terhadap niat beli produk green skincare. Lebih lanjut, penelitian ini bertujuan untuk meneliti peran dari environmental knowledge sebagai variabel moderator dalam mempengaruhi niat beli konsumen. Pengumpulan data dilakukan menggunakan kuesioner online dengan jumlah responden sebesar 356 responden di Indonesia dan data dianalisis menggunakan metode structural equation modeling (SEM) dengan software Amos versi 26. Hasil penelitian menyatakan bahwa perceived behavioral control dan attitude secara positif mempengaruhi purchase intention, akan tetapi subjective norm tidak mempengaruhi purchase intention produk green skincare. Selain itu, price consciousness juga tidak memiliki pengaruh signifikan purchase intention, namun product knowledge secara negatif mempengaruhi attitude dan secara positif signifikan mempengaruhi purchase intention. PCE secara positif mempengaruhi attitude tetapi tidak mempengaruhi purchase intention. Sesuai hipotesis, social media marketing secara positif mempengaruhi subjective norm, PCE, product knowledge, dan purchase intention. Social media marketing secara positif mempengaruhi price consciousness sementara perceived behavioral control tidak memiliki pengaruh terhadap price consciousness. Sebagai variabel moderasi, environmental knowledge secara positif memoderasi hubungan antara attitude, subjective norm, dan perceived behavioral control dengan purchase intention. Penelitian ini memberikan manfaat bagi marketer di sektor industri kosmetik untuk membuat strategi pemasaran yang lebih efektif agar memiliki keunggulan kompetitif dan dapat bersaing dengan kompetitor. ......This study was to examine the relationship among social media marketing, perceived consumer effectiveness (PCE), product knowledge, price consciousness, subjective norm, perceived behavioral control, and attitude toward and intentions to purchase green skincare products. Furthermore, this study aims to further understand the role of environmental knowledge as moderating variable that influences consumers’ intentions. Research data was collected using an online questionnaire survey from 356 respondents in Indonesia and data analysis was performed using the Amos 26.0 software package. The empirical results suggest that attitude and perceived behavioral control positively affect purchase intention, while subjective norm showed no significant relationship towards the purchase intention of green skincare products. Price consciousness also showed no significant effect on purchase intention. Moreover, product knowledge negatively influence attitude, while positively affect purchase intention. PCE positively affect attitude but showed no significant relationship towards purchase intention. As expected, social media marketing positively affects subjective norm, PCE, product knowledge, and purchase intention. Furthermore, social media marketing positively influence price consciousness while perceived behavioral control showed no significant relationship with price consciousness. As a moderating variable, environmental knowledge positively moderates the relationship between attitude, subjective norm, and perceived behavioral control with purchase intention. This study may benefit the marketers of green skincare industry in developing an effective marketing strategy to gain a better competitive edge from the competitors.

Abstrak :
ABSTRACT
Penelitian ini bertujuan untuk mengetahui apakah religiusitas, need for uniqueness, self-concept, brand image, word of mouth dan perceived quality merupakan faktor-faktor yang secara signifikan dan positif memengaruhi clothing interest terhadap pakaian muslimah syari, pengaruh dan arah hubungan dari clothing interest terhadap purchase intention pada pakaian muslimah syari, dan menentukan efek moderating dari price consciousness terhadap hubungan antara clothing interest dengan purchase intention terhadap pakaian muslimah syari. Data diperoleh dari kuesioner daring yang terdiri dari 324 responden wanita beragama Islam yang merupakan WNI berusia 17 tahun keatas. Analisis data dilakukan menggunakan SPSS 22 dalam uji validitas dan reliabilitas data, dan LISREL 8.5.1 dalam analisis model pengukuran dan model struktural. Hasil penelitian menunjukkan bahwa religiusitas dan perceived quality memiliki pengaruh yang positif dan signifikan terhadap clothing interest pakaian muslimah syari, self-concept dan brand image berpengaruh negatif dan signifikan terhadap clothing interest pakaian muslimah syari, clothing interest berpengaruh positif dan signifikan terhadap purchase intention pakaian muslimah syari, dan price consciousness memiliki efek moderating yang positif dan signifikan terhadap dari clothing interest terhadap purchase intention pakaian muslimah syari.

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ABSTRACT
The purpose of this study is to determine whether religiosity, need for uniqueness, self-concept, brand image, word of mouth and perceived quality are determinants of clothing interest towards sharia moslema clothing positively and significantly. Therefore, this study will examine whether clothing interest has a positive and significant impact towards purchase intention of sharia moslema clothing, and whether price consciousness has a significant and positive moderating effect between clothing interest and purchase intention of sharia moslema clothing. Data obtained using online questionnaire with total data of 324 respondents which are Islamic women who are residents of Indonesia aged at least 17 years old. Data analysis is conducted using SPSS 22 for data analysis and LISREL 8.5.1 for measurement and structural model analysis. The results indicate that religiosity and perceived quality have a positive and significant impact towards clothing interest of sharia moslema clothing, self-concept and brand image have a negative and significant impact towards clothing interest of sharia moslema clothing and clothing interest has a positive and significant impact towards purchase intention of sharia moslema clothing. Finally, price consciousness has a positive and significant moderating effect between clothing interest and purchase intention of sharia moslema clothing.

Abstrak :
Penelitian ini bertujuan untuk mengetahui hal yang menpengaruhi kesediaan konsumen dalam membayar willingness-to-pay produk local brand fashion di Indonesia, berdasarkan faktor - faktor yang terbentuk, seperti: Product Involvement, Price Consciousness, Price/Quality Inference, dan Product Information. Data diperoleh dari penyebaran kuesioner kepada 208 responden, pria dan wanita berkewarganegaraan asli Republik Indonesia, dengan usia berkisar antara 20-35 tahun, dan pernah melakukan pembelian produk local brand fashion di Indonesia dengan harga minimal Rp 250.000,00 per item-nya. Analisis data dilakukan menggunakan software SPSS 22, dengan metode regresi berganda stepwise. Hasil penelitian ini menunjukan bahwa terdapat pengaruh secara langsung pada product involvement terhadap price/quality inference dan willingness-to-pay; pengaruh yang tidak secara langsung atau harus melalui moderasi product information pada price consciousness terhadap price/quality inference, dan price/quality inference terhadap willingness-to-pay. Sedangkan price consciousness tidak memiliki pengaruh terhadap willingness-to-pay.

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This study aims to analyze factors which influence consumers 39 willingness to pay on local brand fashion products in Indonesia, based on factors performed, such as Product Involvement, Price Consciousness, Price Quality Inference, and Product Information. Data were collected using questionnare which distributed to 208 respondents, aiming for man and woman from 20 to 35 years old and is having Indonesian citizenship, have ever bought local brand fashion's product in Indonesia with minimum price Rp 250.000,00 per item. SPSS 22 is used to employe the data, with multiple regression stepwise method. The result of this research shows that product involvement has direct impact on price quality inference and willingness to pay this research also found that product information plays role as a moderating variable between price consciousness to price quality inference, and price quality inference to willingness to pay. Futhermore, Price Consciousness is proven having no impact on willingness to pay.

Abstrak :
ABSTRACT
Tingginya tingkat persaingan antara penyedia e-wallet adalah salah satu faktor yang mempengaruhi persaingan antara penyedia e-wallet. Persaingan harga adalah strategi penetapan harga yang terkait dengan peran negatif harga. Dalam studi sebelumnya, ditemukan bahwa peran negatif harga yang terdiri dari mavenisme harga, kesadaran nilai, kesadaran harga dan kecenderungan penjualan mempengaruhi perilaku pembelian impulsif. Meningkatnya perkembangan e-wallet juga mempengaruhi pola konsumsi generasi sekarang yang memiliki banyak kebutuhan untuk pengembangan teknologi dan digitalisasi termasuk e-wallet. Semakin banyak dompet elektronik adalah salah satu alat pembayaran tertinggi yang digunakan oleh generasi milenial. Perilaku pembelian impulsif yang bergerak dari emosi, perasaan, keinginan, dan rasionalitas dapat terjadi pada semua orang di latar belakang apa pun. Penelitian ini ingin mengetahui apakah harga mavenisme, kesadaran nilai, kesadaran harga, kecenderungan jual dan kecenderungan kupon dapat memengaruhi pembelian impulsif pada milenium sebagai pengguna e-wallet GO-PAY dan apakah tingkat religiusitas juga dapat memengaruhi perilaku pembelian impulsif ini. . Sampel yang digunakan dalam penelitian ini adalah pengguna GO-PAY yang beragama Islam dan generasi milenial, total 338 responden. Penelitian ini menggunakan Structural Equation Modeling (SEM) dengan mengolah data kuesioner yang memiliki skala Likert 1-6 menggunakan SPSS 22 dan Lisrel 8.80. Studi ini menemukan bahwa harga mavenisme dan kecenderungan penjualan mempengaruhi pembelian impulsif secara signifikan dan negatif. Sedangkan kesadaran nilai dan kesadaran harga mempengaruhi pembelian impulsif secara signifikan dan positif. Sedangkan kecenderungan kupon kupon dan religiusitas tidak memiliki pengaruh signifikan terhadap perilaku pembelian impulsif.

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ABSTRACT
The high level of competition between e-wallet providers is one of the factors affecting competition between e-wallet providers. Price competition is a pricing strategy that is related to the negative role of prices. In a previous study, it was found that the negative role of prices consisting of price mavenism, value awareness, price awareness and sales trends influence impulsive buying behavior. The increasing development of e-wallets also affects consumption patterns of the current generation that have many needs for technological development and digitalization including e-wallets. More and more electronic wallets are one of the highest payment instruments used by millennials. Impulsive buying behavior that moves from emotions, feelings, desires, and rationality can occur to anyone in any background. This study wants to find out whether the price of mavenism, value awareness, price awareness, selling tendencies and coupon tendencies can influence impulsive purchases in the millennium as a GO-PAY e-wallet user and whether the level of religiosity can also influence this impulsive buying behavior. . The sample used in this study was GO-PAY users who were Muslim and millennial generation, totaling 338 respondents. This study uses Structural Equation Modeling (SEM) by processing questionnaire data which has a 1-6 Likert scale using SPSS 22 and Lisrel 8.80. This study found that the price of mavenism and the tendency of sales affect impulsive purchases significantly and negatively. Whereas value awareness and price awareness affect impulsive purchases significantly and positively. While the tendency of coupons and religiosity coupons do not have a significant influence on impulsive buying behavior.

Abstrak :
Meningkatnya jumlah limbah plastik di Indonesia dapat dimanfaatkan oleh organisasi untuk membuat ecofurniture, yaitu perabot ramah lingkungan. Media sosial membantu mempromosikan produk ini, memberikan pengetahuan kepada masyarakat. Penelitian ini mengkaji pengaruh pengetahuan produk, efektivitas konsumen, pemasaran di media sosial, trust, attitude, subjective norms, perceived behavioral control dan perceived price terhadap purchase intention ecofurniture di Indonesia. Studi kuantitatif ini mengumpulkan data melalui metode survei kuesioner online yang digunakan untuk mengumpulkan data dari 320 responden dengan kriteria pengguna media sosial yang mengetahui produsen perabot ramah lingkungan melalui media sosial di Indonesia. Data akan diolah dan dianalisis menggunakan metode Structural Equation Model - Partial Least Square (SEM-PLS). Temuan pada penelitian ini mengungkapkan bahwa attitude, trust, product knowledge dan perceived consumer effectiveness secara signifikan berpengaruh positif terhadap purchase intention. Product knowledge ditemukan secara signifikan berpengaruh positif terhadap trust dan perceived consumer effectiveness. Perceived consumer effectiveness secara signifikan berpengaruh positif terhadap attitude. Serta variabel perceived social media marketing secara ignifikan berpengaruh positif terhadap subjective norms, perceived consumer effectiveness dan product knowledge. Sedangkan variabel price consciousness, subjective norms, perceived behavioral control ditemukan tidak secara signifikan berpengaruh terhadap purchase intention. Perceived behavioral control dan perceived social media marketing juga tidak secara signifikan berpengaruh terhadap price consciousness. Begitu juga dengan hubungan antara variabel product knowledge dengan attitude tidak secara signifikan berpengaruh. ......The increasing amount of waste generated in Indonesia each year can be utilized by several organizations to process plastic waste, which then becomes eco-furniture. With the help of social media to promote their products, the public can gain knowledge about eco-furniture from the content provided by household furniture manufacturers. This research aims to examine the influence of product knowledge, perceived consumer effectiveness, perceived social media, trust, TPB, and price consciousness on purchase intention of ecofurniture in Indonesia. This quantitative study gather data through an online questionnaire survey method used to collect data to gather 321 respondents with criteria a social media users who knows ecofurniture producers through social media in Indonesia. The data will be processed and analyzed using the Structural Equation Model - Partial Least Square (SEM-PLS) method. The findings in this study reveal that attitude, trust, product knowledge, and perceived consumer effectiveness significantly positively influence purchase intention. Product knowledge was found to significantly positively influence trust and perceived consumer effectiveness. Perceived consumer effectiveness significantly positively influences attitude. Additionally, the perceived social media marketing variable significantly positively influences subjective norms, perceived consumer effectiveness, and product knowledge. However, the variables of price consciousness, subjective norms, and perceived behavioral control were found to have no significant influence on purchase intention. Perceived behavioral control and perceived social media marketing also do not significantly influence price consciousness. Similarly, the relationship between product knowledge and attitude is not significantly influential.

Abstrak :
Indonesia adalah negara yang memiliki potensi pasar besar dalam industri makanan halal, sehingga menarik negara lain untuk masuk mengembangkan bisnis di Indonesia, termasuk makanan ringan asal Taiwan, khususnya Shihlin Taiwan Street Snacks. Perkembangan Shihlin di Indonesia merupakan hal yang perlu disoroti konsumen, karena berkaitan dengan isu tidak halal dibeberapa titik kritis, seperti rantai pasokan, mulai dari pengadaan bahan baku (termasuk proses pemotongan hewan), penyimpanan, hingga pendistribusian. Oleh karena itu, Shihlin menjawabnya dengan sertifikasi halal Majelis Ulama Indonesia (MUI) yang didapatkan pada 16 Januari 2020. Namun hal itu berpotensi menimbulkan peningkatan harga dan mempengaruhi willingness to pay. Penelitian ini merupakan replikasi penelitian Hosseini et al. (2019), yang bertujuan menganalisis faktor-faktor yang mempengaruhi willingness to pay konsumen Muslim terhadap makanan ringan Taiwan di Indonesia dengan studi kasus Shihlin Taiwan Street Snacks. Responden merupakan 326 Warga Negara Indonesia (WNI) Muslim yang berdomisili di wilayah Indonesia, kemudian data diolah menggunakan SPSS22 dan SmartPLS3.0. Hasil penelitian menunjukan animal slaughter, halal logo, price consciousness, food quality, dan religious commitment memiliki pengaruh positif terhadap willingness to pay konsumen Muslim pada produk Shihlin di Indonesia. ...... Indonesia is a country that has a large market potential in terms of the halal food industry, thus attracting other countries to develop businesses in Indonesia, including snacks from Taiwan, specifically Shihlin Taiwan Street Snacks. The development of Shihlin in Indonesia is something that needs to be highlighted by consumers, because it is related to non halal issues at several critical points, such as the supply chains, starting from procurement of raw materials (including slaughtering processes), storage, to distribution. Therefore, Shihlin responded with halal certification from the Indonesian Ulema Council (MUI) obtained on January 16, 2020. However, this has the potential to increase prices and affect willingness to pay. This research is a replication of the research by Hosseini et al. (2019), which aims to analyze the factors that influence Muslim consumers' willingness to pay for Taiwanese snacks in Indonesia with case study of Shihlin Taiwan Street Snacks. Respondents are 326 Muslim Indonesian Citizens domiciled in the territory of Indonesia, then data was processed using SPSS22 and SmartPLS3.0. The results of the study show animal slaughter, halal logos, price consciousness, food quality, and religious commitment have a positive influence on Muslim consumers' willingness to pay for Shihlin in Indonesia.

Abstrak :
ABSTRAK
Kemunculan media sosial membawa perubahan bagi lansekap lingkungan bisnis. Konsumen dengan jejaring yang dimilikinya lebih berdaya untuk menciptakan konten dan saling mempertukarkan mata uang sosial. Konsumen tidak lagi hanya mengonsumsi, namun juga menjadi sarana penciptaan nilai bagi bisnis. Perdagangan sosial (social commerce) merupakan cabang baru dari perdagangan elektronik yang muncul akibat fenomena ini, dimana tahap tertentu dari perjalanan pembelian konsumen melibatkan jejaring sosialnya sendiri. Berangkat dari teori dukungan sosial, kualitas hubungan, orientasi budaya individu, sensitivitas akan harga, serta persepsi akan risiko, kebernilaian, kemudahan penggunaan, dan kebergunaan, penelitian ini menganalisis model perilaku konsumen yang menjelaskan penggunaan perdagangan sosial. Survei dilakukan pada 240 responden dengan metode PLS-SEM untuk menguji model secara empiris. Hasilnya menunjukkan bahwa persepsi akan risiko dan kebernilaian, serta dukungan sosial memiliki efek langsung terhadap penggunaan perdagangan sosial. Persepsi akan kebergunaan juga memediasi hubungan persepsi akan kemudahan penggunaan dengan penggunaan perdagangan sosial. Implikasi manajerial dari studi ini mendorong perusahaan untuk memiliki proposisi nilai dan strategi yang kontekstual untuk dapat masuk ke dalam pasar perdagangan sosial

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ABSTRACT
Emergence of social media has brought change into the landscape of business environment. Consumers who are exposed to vast networks have greater power to generate contents and exchange social currencies. Consumers no longer consume, but also become means of value creation to the business itself. Social commerce become a spin-off to electronic commerce, where consumers include their own social networks on certain path to purchase. Drawn from various factors, such as social support theory, relationship quality, cultural orientation, and price consciousness, along with perception of risk, value, ease of use and usefulness, this research analyzes consumer behavior model that explains social commerce usage. Survey was conducted to 240 respondents using PLS-SEM method to test the proposed model empirically. The outcome shows that perception towards risk and value, along with social support directly impact the level of social commerce usage. Perceived usefulness also significantly mediates the relationship between ease of use and social commerce usage. Managerial implication of this study is to encourage corporations to possess distinct value proposition and contextual marketing strategy to enter into social commerce market.