ABSTRACT
Nowadays, internet users that were classified as teens (15-19 years) has significant increase in number. These followed by an increasing number of online shoppers at the young age. It looks media online has been able to change the shopping behaviour especially for young age. Furthermore, teens think that all experiences happened in the virtual world as the real reality. The symptoms that exist in social media is related to the role of technologies of persuasion. Why? Measurement for attitudes change can be seen from the endogenous aspects of persuasion through the various features that have been developed in social media. Then the intention of change the attitudes or actions coul be looked as an important component in persuasion that will be found in the built-in technology used or referred to as technology intention. This study objective not only see the application of persuasive technology from BJ Fogg’s work in social media, but examine its development in the context of Indonesian society. As a result, researcher discovered the concept name of Social Persuasion Technology. The concept is a new invention that originated and developed from the technology of persuasion, but this concept has a fundamental and original value because it could based on the behavior of Indonesian teenagers who has consume activity through social media. The fundamental difference between persuasive technology and Social Persuasion Technology is the inclusion of Active Interaction component. This Active Interaction factor related with the value in Indonesian society has called as collective culture It looks contrast with the past studies on persuasion by BJ Fogg in the context of Western society that prioritizes on individual culture. Nevertheless, this study takes the context of Indonesian society, which have an active role of individu while making social interaction through social media.
Keywords: persuasive technology, social persuasion technology, social media, persuasion.