Artikel ini bertujuan untuk mengetahui bagaimana struktur jaringan modal sosial berdampak padaperilaku konsumen showrooming dimana konsumen mencoba sesuatu produk di toko fisik lalumembelinya di toko online dan webrooming dimana konsumen melakukan pencarian di online lalumembelinya di toko of line. Studi sebelumnya melihat bahwa e-WOM (Word Of Mouth) memilikiberpengaruh signifikan terhadap perilaku konsumen. Penelitian ini menggunakan kerangka berfikirstructural holes dan modal sosial Burt dikombinasikan dengan struktur jaringan nilai betweenesscentrality. Penelitian ini menggunakan metode campuran yaitu melalui Social Network Analysis (SNA)sebagai metode primer dan wawancara mendalam sebagai metode sekunder. Hasil dari penelitian iniialah modal sosial pada aspek trust dan involvement beauty influencer perpengaruh langsung padaperilaku showrooming dan webrooming serta berpengaruh secara tidak langsung mengurangi structuralholes yang ada dengan cara structural equivalence.

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This article discusses how the structure of social networks has an impact on consumer behavior of

showrooming and webrooming. showrooming is when consumers try something on a physical store and

then buy it at an online store and webrooming is when consumers search online and buy it in an offline

store. Previous studies sees Electronic Word of Mouth (e-WOM) has significant effects for consumers

behavior. This article uses the social networking and Burt social capital frameworks and combined it with

the value of betweeness centrality using the Social Network Analysis (SNA). This study uses

mix-methods through Social Network Analysis (SNA) and in-depth interviews. This studies found that

social capital of beauty influencer on the aspects of trust and Involvement has a direct influence on

showrooming and webrooming behavior and indirectly influence both behaviour by reducing structural

holes through structural equivalence