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p-Index From 2021 - 2026
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Bambang Septiawan
Balitar Islamic University (UNISBA), Blitar, Indonesia
Computer Science & IT Economics, Econometrics & Finance Education Engineering Social Sciences

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The Influence of Social Media Marketing on Consumer Purchase Intention in Fashion Stores on the Shopee Platform: The Mediating Role of Consumer Trust Erma Yusida; Bambang Septiawan; Nisa Fitriani
Journal of Scientific Research, Education, and Technology (JSRET) Vol. 5 No. 2 (2026): Vol. 5 No. 2 2026
Publisher : Kirana Publisher (KNPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58526/jsret.v5i2.1119

Abstract

This quantitative cross-sectional study investigates the influence of social media marketing on consumer purchase intention in fashion stores on the Shopee platform, with consumer trust as a mediating variable. Data were collected through an online questionnaire from respondents from Blitar city who had recent experience purchasing fashion products on Shopee. Social media marketing was measured through indicators such as attractive content, two-way interaction, trend updates, personalization, and electronic word-of-mouth. Consumer trust was assessed using competence, benevolence, and integrity dimensions, while purchase intention was evaluated based on intention to buy soon, serious consideration after viewing posts, and preference over other platforms. The data were analyzed using SPSS for validity, reliability, and classical assumption tests, and Hayes’ PROCESS macro for mediation analysis. The results revealed that all hypotheses were supported. Social media marketing had a positive and significant effect on consumer trust and on purchase intention. Consumer trust significantly influenced purchase intention and partially mediated the relationship between social media marketing and purchase intention. Theoretically, the study advances the Stimulus-Organism-Response framework and trust-transfer theory in the context of Indonesian social commerce. Practically, the findings recommend that fashion store owners prioritize high-quality visual content, responsive engagement, authentic testimonials, and personalized recommendations to build trust and enhance purchase intention on Shopee.
The Influence of Cashless Transaction Usage on Generation Z's Consumptive Behavior Moderated by Hedonic Lifestyle Muhammad Adib Mawardi; Bambang Septiawan; Nabella Vatkumia Safitri
Journal of Scientific Research, Education, and Technology (JSRET) Vol. 5 No. 2 (2026): Vol. 5 No. 2 2026
Publisher : Kirana Publisher (KNPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58526/jsret.v5i2.1120

Abstract

This study aims to examine the influence of cashless transaction usage on Generation Z’s consumptive behavior and to determine whether hedonic lifestyle moderates the relationship. The research was conducted using a quantitative cross-sectional approach. Data were collected from 123 Generation Z respondents in Blitar City and its surrounding areas through a structured questionnaire. The questionnaire measured cashless transaction usage, consumptive behavior, and hedonic lifestyle. Data were analyzed using IBM SPSS Statistics and Hayes’ PROCESS macro (Model 1) for moderation analysis. The results showed that the overall model was statistically significant and explained 56.4% of the variance in consumptive behavior. However, cashless transaction usage did not have a significant direct effect on consumptive behavior. Hedonic lifestyle also did not significantly moderate the relationship. Instead, hedonic lifestyle had a strong direct positive effect on consumptive behavior. These findings indicate that hedonic lifestyle, rather than cashless payment habits, is the main driver of impulsive and excessive consumption among Generation Z in this regional setting. The study contributes to consumer behavior theory by showing the important role of lifestyle factors in a cashless economy. Practically, the results can help fintech companies, educators, and policymakers create better programs to promote responsible spending among young people.
Co-Authors Erma Yusida Muhammad Adib Mawardi Nabella Vatkumia Safitri Nisa Fitriani