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All Journal Jurnal Pendidikan Agama Islam The Asia Pacific Journal Of Management Studies International Journal of Management Science and Information Technology (IJMSIT) Jurnal Cakrawala Ilmiah JURNAL PENGABDIAN PENDIDIKAN MASYARAKAT (JPPM) JURNAL MUARA PENDIDIKAN JURNAL TUNAS PENDIDIKAN Jurnal Teknik Sipil Macca Jurnal Muara Olahraga Jurnal Pengabdian Masyarakat dan Riset Pendidikan Al-Qalam: Jurnal Kajian Islam Dan Pendidikan Mauriduna: Journal of Islamic Studies
Rita Zunarti
Universitas Muhammadiyah Muara Bungo, Jambi, Indonesia
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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The Effect of Social Commerce Platforms and Perceived Product Quality on Product Sales Growth, Moderated by Digital Promotional Strategies: A Case Study at Zahra Store in Tebo Regency, Jambi Province Chairunnisa Azzahra; Vivi Yosefri Yanti; Rita Zunarti
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.7258

Abstract

This study aims to analyze the influence of social commerce platforms and product quality perception on the increase in cosmetics sales, with digital promotion strategies serving as a moderating variable among Zahra Store customers in Tebo Regency, Jambi Province. Amidst intense competition in the cosmetics industry, local MSMEs face challenges in market reach, making the integration of social commerce and product excellence critical to explore. Employing a quantitative approach with an explanatory research design, data were collected from February to May 2026 via questionnaires based on a 5-point Likert scale administered to 150 purposively sampled respondents. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) via SmartPLS 4. The structural model evaluation shows an R-square value of 0.586, indicating that platform social commerce and product quality perception simultaneously explain 58.6% of the variance in sales growth. Individually, product quality perception (β = 0.566, t = 12.813, p = 0.000) and platform social commerce (β = 0.458, t = 9.271, p = 0.000) exert positive and significant direct effects on product sales increase. Conversely, digital promotion strategy shows neither a significant direct effect (β = 0.119, p = 0.096) nor a significant moderating role in the model (p > 0.05). These findings imply that regional retail sales are primarily driven by direct platform utility and core product quality, rather than external promotional gimmicks. Practically, local MSMEs in non-urban sectors should focus their limited resources on maintaining high product reliability and optimizing native interactive features such as direct chat responsiveness and seamless catalog access instead of investing heavily in high-cost digital advertisement campaigns.
Co-Authors Afri Yanti Daulay, Nur Ahalik, Ahalik Ahmad Risman Akeda , Rahmawati Andriani, Opi Apdoludin Apdoludin, Apdoludin aprlia, assayya datina Asy'arie, Bima Fandi Ayuba, Olaniyi Jibril Bima Fandi Asy'arie Bima Fandi Asy’arie Bunayar, Bunayar Chairunnisa Azzahra Damanhuri Darmanto Darmanto Darmanto Darmanto Delyardi Nur FITRIYAH Hamzah, Iri Iri Hamzah Iri Hamzah Junaidi Junaidi Kaswoto , Junet Khairul Saleh Khairul Saleh Khairul Saleh Kurnia Rusmiyati Kutni, Darul Laila Nursafitri MORI SAPUTRA, DEKA ISMI Mubarok , Ahmad Zaki Muhammad Abdullah Syauqi Muhammad Syihab As’ad Muhlisa, Muhlisa Nofrianni, Elvima Olaniyi Jibril Ayuba Prahagia, Yelvia Putra, Ikhsan Maulana Rahman , Kristanti Renjani, Muhammad Sodri Reza Febrina Agustin Rianto , Doli Jumat Rijadi , Puti Khairani Septiani Selly Susanti Shaleh, Khairul Silfia Indriyani SUBHANADRI, SUBHANADRI Syahdan Muhada Assyaf Syauqi, Muhammad Abdul Taupik , Opik Vivi Yosefri Yanti Vivi Yosefri Yanti Yuliani Puspita Sari