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All Journal JURNAL ILMU EKONOMI & SOSIAL Jurnal Ilmiah Ekonomi Islam Hasanuddin Journal of Applied Business and Entrepreneurship Societas : Jurnal Ilmu Administrasi dan Sosial Musamus Journal of Business & Management Musamus Devotion Journal JURNAL MASYARAKAT NEGERI ROKANIA West Science Business and Management Jurnal Bisnis dan Manajemen West Science
Wulan, Dewi Putri Anjar
Universitas Musamus
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Social Media Strategy, Customer Interaction, and Word of Mouth on E-commerce Purchase Intention Arief Yanto Rukmana; Moh Gifari Sono; Lina Affifatusholihah; Dewi Putri Anjar Wulan
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1283

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.
Co-Authors Anissa Rahma Wati Arief Yanto Rukmana Fauziah Umar Fenty Y. Manuhutu Fenty Y. Manuhutu Funnisia Lamalewa hesty tambajong Iqbal Arraniri Irfan Wildzan Muafa Jeliani - Lita Jeliani Lita Laksono Trisnantoro Lina Affifatusholihah Loso Judijanto Moh Gifari Sono Reni Indrawati Riskia Pratiwi Nur Amalia Hasnas Syamsudin