Investigating the Impact of Social Interaction on Consumers' Purchasing Behavior in Social Commerce Platform

. S-commerce is a modern trend in the field of internet trading, which uses social media as the medium for transactions. To study this rising propensity, we examine how social interaction affects the consumer's s-commerce purchasing behavior. The sampling technique used purposive sampling and the 189 respondents were selected according to predetermined criteria. The data processing approach employed Structural Equation Model (SEM) - Partial Least Square (PLS) with SmartPLS 3.0 software assistant. The results showed that social interaction had a positive and significant effect on trust and intention to purchase, trust had a positive and significant impact on purchase intention and s-commerce purchasing behaviour, and purchase intention had positive and significant influence on s-commerce purchasing berhavior. In contrast, the consumer's social interaction effect toward s-commerce purchasing behavior was insignificant. The results are expected to provide a comprehensive understanding in term of consumer's behavior in social media and its consequences for the s-commerce market strategy in Indonesia. Keywords: Social interaction, trust, purchase intention, s-commerce purchasing behavior, SEM-PLS