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The Influence of Social Media Strategy, Customer Interaction, and Word of Mouth on E-commerce Purchase Intention

Year: 2024

Type: article

Abstract: This study investigates the effects of social media strategy, customer interaction, and word of mouth on e-commerce purchase intention. Utilizing a quantitative approach, data were collected from 360 respondents using a structured questionnaire with a Likert scale ranging from 1 to 5. The analysis employed Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to assess the relationships among the variables. The findings reveal that a well-implemented social media strategy significantly enhances customer interaction and positively influences word of mouth, which in turn drives purchase intention in the e-commerce sector. These results underscore the importance of strategic social media engagement and effective customer communication in fostering consumer intent to purchase online. The study provides valuable insights for e-commerce businesses seeking to optimize their marketing strategies and enhance customer engagement.

Source: West Science Business and Management

DOI: 10.58812/wsbm.v2i03.1283

Authors: Arief Yanto Rukmana, Moh Gifari Sono, Lina Affifatusholihah, Dewi Putri Anjar Wulan

Institutions: Sekolah Tinggi Ilmu Ekonomi Stan Im, Universitas Muhammadiyah Luwuk Banggai, Sultan Ageng Tirtayasa University, Musamus Merauke University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4403219031

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