IDENTITAS SOSIAL, NORMA KELOMPOK, KEPERCAYAAN DAN ONLINE HELPING BEHAVIOR PADA KOMUNITAS SOSIAL BERBASIS FACEBOOK
Keywords:
social identity, online helping behavior, trust, community, social mediaAbstract
Abstract. AIMI (Association of Indonesian Breastfeeding Mothers) is one of the nonprofit
entities in Indonesia that relies on its social media account to facilitate its
members to help and support each other in issues related with breastfeeding activities.
This research investigates whether social identity, member’s trust to the group and
other members, and group norms are the antecedents of online helping behavior in
AIMI Facebook Group. Data was collected using online questionnaire posted on the
AIMI online forum in Facebook. Respondents were AIMI members recruited using
judgment sampling; which allowed only member who had posted their ideas or
thoughts or comments in the AIMI online forum in Facebook. Findings suggest that the
stronger the social identity shared among members of the community, the greater the
trust and group norms developed among the members. Greater trust and group norms
lead to greater likelihood of online helping behavior among the members
Keywords: social identity, online helping behavior, trust, community, social media
Abstrak. AIMI (Asosiasi Ibu Menyusui Indonesia) adalah suatu lembaga non-profit di
Indonesia yang mengandalkan akun media sosial mereka untuk memfasilitasi
anggotanya untuk saling mendukung dalam kegiatan-kegiatan yang berhubungan
dengan aktivitas menyusui. Penelitian ini menyelidiki apakah identitas sosial,
kepercayaan anggota, dan norma kelompok merupakan anteseden online helping
behavior pada AIMI Facebook Group. Data diperoleh dengan menyebarkan kuesioner
online yang diposting di Facebook page AIMI. Responden adalah anggota AIMI
direkrut melalui judgment sampling; dengan kriteria yang membatasi hanya anggota
AIMI yang pernah melakukan posting di forum tersebut yang direkrut sebagai
responden..Temuan penelitian ini menyatakan bahwa online helping behavior dapat
tercipta dari identitas sosial yang kuat, kepercayaan besar, dan norma kelompok di
antara anggotanya.
Kata Kunci: identitas sosial, online helping behavior, trust, community, media sosial
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