Abstract
The purpose of this paper is to examine the relationship between advertising value, perceived value, and trust for purchasing behaviour in social commerce (s-commerce). The study was quantitative, and 105 Indonesian students provided primary data using a self-administered questionnaire. After applying SPSS to analyze the data, it was found that 56.1% of the variance could be explained by the suggested model. The findings show that there is a positive significant relationship between advertising value, perceived value, and trust for purchasing behaviour in s-commerce. The study's implications are intended to support information technology professionals to implement s-commerce technology in commercial settings
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