Trust Transfer in Social Commerce: The Role of Platform Trust and Seller Trust in Shaping Consumer Behavior in Indonesia

Authors

  • Dede Suleman Universitas Bunda Mulia
  • Wiwin Wianti Universitas Bina Sarana Informatika
  • Devy Sofyanty Universitas Bina Sarana Informatika
  • Raden Ati Haryati Universitas Bina Sarana Informatika
  • Nurzalinar Joesah Universitas Bina Sarana Informatika
  • Lukman Hakim Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.38035/dijemss.v7i4.6598

Keywords:

Social Commerce, Trust Transfer, Trust In The Platform, Trust In The Seller, Purchase Intention

Abstract

This study aims to analyze the mechanism of trust transfer in social commerce in Indonesia by examining the influence of trust in the platform and trust in the seller on purchase intention. Based on Trust Transfer Theory, this study develops a model explaining how platform trust transfers to seller trust and influences purchase intention. Data were collected through a survey of 318 consumers who had transacted through social commerce platforms between December 2025 and January 2026. The analysis was conducted using Structural Equation Modeling based on Partial Least Squares. The results show that trust in the platform has a positive and significant effect on trust in the seller. Trust in the seller is proven to be a major determinant of purchase intention and partially mediates the relationship between trust in the platform and purchase intention. The indirect effect through trust in the seller is greater than the direct effect of trust in the platform. These findings confirm that in Indonesian social commerce, the formation of interpersonal trust is a key mechanism linking institutional trust to purchasing behavior.

 

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Published

2026-04-28

How to Cite

Suleman, D., Wianti, W., Sofyanty, D., Haryati, R. A., Joesah, N., & Hakim, L. (2026). Trust Transfer in Social Commerce: The Role of Platform Trust and Seller Trust in Shaping Consumer Behavior in Indonesia. Dinasti International Journal of Education Management and Social Science, 7(4), 3882–3893. https://doi.org/10.38035/dijemss.v7i4.6598

Issue

Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April - May 2026)

Section

Articles

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Copyright (c) 2026 Dede Suleman, Wiwin Wianti, Devy Sofyanty, Raden Ati Haryati, Nurzalinar Joesah, Lukman Hakim

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