ABSTRAK
Perkembangan teknologi saat ini telah membawa dampak pada electronic commerce e-commerce. Shopee merupakan salah satu e-commerce pendatang baru yang berhasil memasuki daftar 5 besar dengan tingkat pertumbuhan yang cepat di Asia Tenggara. Penelitian ini bertujuan untuk mengetahui pembelajaran konsumen dari Social Commerce Component SCC yang mempengaruhi penilaian kognitif dan afektif serta bagaimana penelitian tersebut menentukan minat beli pelanggan pada situs Shopee. Variabel laten yang digunakan dalam melakukan penelitian ini, diantaranya learning from forums communities, learning from ratings reviews, learning from social recommendations, cognitive appraisal affective appraisal serta purchase intention. Pengumpulan data dilakukan melalui metode survey dengan menyebarkan kuesioner kepada 150 responden yang berusia diatas 21 tahun, walaupun belum pernah belanja di Shopee namun pernah berbelanja online selama kurang dari satu minggu terakhir, dan sudah pernah mengunjungi situs Shopee. Desain penelitian ini bersifat konklusif deskriptif dengan metode pengambilan sampel yang dipilih yaitu nonprobability sampling. Data yang telah terkumpul kemudian diolah dengan menggunakan SPSS Statistical Product and Service Solution dan SmartPLS. Hasil penelitian menujukkan bahwa pembelajaran dari forum komunitas tidak berpengaruh terhadap penilaian kognitif maupun afektif. Sedangkan pembelajaran dari ratings reviews memiliki pengaruh positif dan signifikan terhadap penilaian kognitif maupun afektif. Adapun pembelajaran dari rekomendasi sosial tidak memiliki hubungan terhadap penilaian kognitif, namun memiliki hubungan positif dan signifikan terhadap penilaian afektif. Selain itu, hubungan penilaian kognitif dan afektif terhadap minat beli pada situs Shopee menunjukkan hubungan yang positif dan signifikan.

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ABSTRACT
The current technological developments have brought impact on electronic commerce e commerce. Shopee is one of e commerce platform startups and recognized in the top 5 marketplace with an increasing growth rate in Southeast Asia. This study aims to find out the consumer learning of Social Commerce Components SCC that affects the valuations of cognitive and affective and how this study determines the purchase intention of customers on the Shopee website. The latent variables used in this study are Learning from Forums Communities, Learning from Ratings Reviews, Learning from Social Recommendations, Cognitive Appraisal, Affective Appraisal and Purchase Intention. Data is collected by using survey method to the 150 respondents aged over 21 years old who have been shopping online for less than a week either on the Shoppe website or other website and have already visited the Shopee website. The design of this study is conclusive descriptive with selected sampling method is nonprobability sampling. The data is further processed by using SPSS Statistical Product and Service Solution and SmartPLS. The results shows that the Learning from Forums Communties is not related to the both valuations of cognitive and affective. In contrast, the Learning of Ratings Reviews has significantly positif impact on the valuations of cognitive and affective. The Learning of Social Recommendations has no correlation to the cognitive valuation, but has positive and significant correlation to the affective valuation. In addition, the correlation of cognitive and affective valuations on buying interest on the Shopee website shows a positive and significant result.