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

Authors

  • Arief Yanto Rukmana Sekolah Tinggi Ilmu Ekonomi STAN IM
  • Moh Gifari Sono Universitas Muhamadiyah Luwuk
  • Lina Affifatusholihah Universitas Sultan Ageng Tirtayasa
  • Dewi Putri Anjar Wulan Universitas Musamus

DOI:

https://doi.org/10.58812/wsbm.v2i03.1283

Keywords:

Social Media Strategy, Customer Interaction, Word of Mouth, Purchase Intention, E-commerce

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.

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Published

2024-09-30

How to Cite

Rukmana, A. Y., Sono, M. G., Affifatusholihah, L., & Wulan, D. P. A. (2024). The Influence of Social Media Strategy, Customer Interaction, and Word of Mouth on E-commerce Purchase Intention. West Science Business and Management, 2(03), 1016–1024. https://doi.org/10.58812/wsbm.v2i03.1283

Issue

Vol. 2 No. 03 (2024): West Science Business and Management

Section

Articles

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Copyright (c) 2024 Arief Yanto Rukmana, Moh Gifari Sono, Lina Affifatusholihah, Dewi Putri Anjar Wulan

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