Heuristic Algorithm In Trusting Instagram Reseller Account

• Main Author: Amanatunissa Margaatmadja (19015144), Gheyi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27502
• Institution: Institut Teknologi Bandung

In contrast with other countries where Instagram is only utilized for personal use and digital <br /> <br /> marketing channel, the use of Instagram in Indonesia no longer simply merely be used as <br /> <br /> social media yet in addition as a place for Indonesian individuals for advertising their goods, <br /> <br /> as well as straightforwardly offering it. After offering, it eventually followed by the customer <br /> <br /> make payment through the seller's personal bank account as opposed to utilizing any safe <br /> <br /> online payment method. The increasing number of Indonesian people who runs online <br /> <br /> business on Instagram was also followed by the emergence of people who take the <br /> <br /> opportunity to commit fraud. Every week, there are at least 200 incoming report cases of <br /> <br /> online fraud on Instagram. Mostly, the cases are about customer’s order that never happen to <br /> <br /> be arrived, even long after the payment occurred. Despite the many frauds, some people are <br /> <br /> still interested in buying from Instagram accounts. In order to mitigate the risk, they develop <br /> <br /> their own methods in building trust, which is termed as a heuristic algorithm. It is heuristic <br /> <br /> because there is no scientific base, no guarantee that it is optimal, perfect, or even rational. <br /> <br /> This research collected those heuristic algorithms, identify it, and finally test its reliability in <br /> <br /> terms of trusting Instagram reseller account. <br /> <br /> Both qualitative and quantitative methods were used while collecting data for this research. <br /> <br /> Semi-structured interview conducted to identify the variable that form heuristic algorithm <br /> <br /> itself, followed by online questionnaire that distributed to rank the importance of each <br /> <br /> variable, and finally enhanced by structured interview with experts to test the reliability of the <br /> <br /> heuristic algorithm. The result indicates that there are 15 variables that form customer’s <br /> <br /> heuristic algorithm, though 5 of it considered easy to be outsmarted. The findings of this <br /> <br /> research are expected could enhance customer's knowledge to consider the right things before <br /> <br /> buying in Instagram reseller account and also give marketing strategies for Instagram online <br /> <br /> seller to be differentiated with the fake seller. <br /> <br /> Keywords : Instagram reseller account, heuristic algorithm, online fraud on Instagram,