Social commerce is a booming trend in Indonesia; even though this phenomenon is quite new, many sellers use social media to sell their products due to low risk and low set-up costs associated to this business. Social media is the biggest network that connects people; it is thus a huge opportunity for s-commerce sellers to take advantage and capture potential buyers’ attention.
In this research, we focus on the most used social media, Facebook, which has 1.3 billion active users. Analyzed are 3 key elements on Facebook: picture, rating (shares & likes), and information. We classified these 3 key elements into 2 cues; first is informational cues, which include visual presentation and information quality, and second is social cues, which include recommendation ratings and buyer seller interactions. We want to examine the effect of these cues on consumers' perceived trust. Many studies have proved that trusting belief with a seller is the most important factor that influences consumers' intention to purchase or use word of mouth. Trust is abstract and has many definitions; therefore we chose benevolence and credibility, as dimensions of trust that would be suitable for our model.
After conducting survey research and analyzing the responses collected, we found that information quality is the most significant factor that influences seller's benevolence and credibility; visual presentation quality and recommendation rating are influenced by seller's credibility, but not influence seller's credibility. Lastly, buyer-seller interaction is positively related to seller's benevolence but not to seller's credibility.

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