Abstract:Fenomena belanja online telah menjadi suatu kebiasaan. Saat ini, masyarakat tidak hanya bertransaksi melalui e-commerce, tetapi s-commerce (social commerce) juga mulai diminati. Maraknya fenomena s-commerce khususnya pada media sosial Instagram Shop mendorong peneliti untuk membuat penelitian yang bertujuan guna menganalisa faktor-faktor apa saja yang dapat memengaruhi keterlibatan pengguna pada aktivitas s-commerce di Instagram Shop. Variabel yang digunakan adalah metasuara (metavoicing), pengalaman optimal (… Show more
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