Open AccessInvestigating the Impact of Social Interaction on Consumers' Purchasing Behavior in Social Commerce Platform
Author(s) -
Muhammad Ashoer
Publication year - 2021
Publication title -
jurnal manajemen teknologi
Language(s) - English
Resource type - Journals
eISSN - 2089-7928
pISSN - 1412-1700
DOI - 10.12695/jmt.2021.20.1.3
Subject(s) - purchasing , nonprobability sampling , structural equation modeling , social commerce , social media , business , advertising , the internet , marketing , consumer behaviour , social influence , psychology , social psychology , computer science , sociology , population , demography , machine learning , world wide web
. 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