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All Journal Fokus Bisnis JAM : Jurnal Aplikasi Manajemen Jurnal Teknologi Informasi dan Ilmu Komputer Jurnal Manajemen Teori dan Terapan Technomedia Journal Journal of Leadership in Organizations Jurnal Manajemen Komunikasi Jurnal Fokus Manajemen Bisnis Journal of Applied Data Sciences Jurnal Pendidikan dan Teknologi Indonesia ABDI SABHA (Jurnal Pengabdian kepada Masyarakat) Abditeknika - Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan BISMA (Bisnis dan Manajemen) Jurnal Manajemen dan Kewirausahaan Jurnal Communio: Jurnal Jurusan Ilmu Komunikasi
Yusmedi Nurfaizal
STMIK Amikom Purwokerto
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Digital customer experience and social media marketing on purchase intention Nurfaizal, Yusmedi; Hafshah, Luqyana Nida; Nafisa, Fairuzavina Kafka; Barros, Agapito
Manajemen Komunikasi Vol 10, No 2 (2026): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher E
Publisher : Faculty of Communication Sciences Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v10i2.67084

Abstract

Background: The development of digital technology changed consumer interaction patterns among students as the generation who uses online platforms to buy branded products. They use online media to get information as well as to do buying transactions. In the digital marketing, intensity of interactions in the digital form increases and gives impacts to online experiences; therefore communication on social media regarding purchase intentions becomes more important. Purpose: We examined some influences of digital customer experiences and social media marketing on formation of buying intentions. We also looked at the role of perceiving value as one mediate variable and trust as moderate variable. Methods: We used quantitative survey with 200 undergraduate students from three universities in Purwokerto, Indonesia: Universitas Jenderal Soedirman, Universitas Muhammadiyah Purwokerto, and Universitas Amikom Purwokerto. Use purposive sampling technique, with citeria must be active social media users and having experiences related to online shopping. To perform data analysis, we used Partial Least Squaes Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 to generate measure and structure models. Results: Digital customer experience and social media marketing significantly rise perceived value and directly strengthen student intention to purchase. Perceived value was a key factor effecting on digital interactions on decision to buy. Trust showed strong relationships between perceived value as well as purchase intentions, indicating that higher levels of trust in digital platforms can grow consumers’ intent of making a buying. Conclusion: In order to increase perceived value and trust among young consumers, some businesses need to create interestingly and interactively digital experiences and to make credible communication on social media. Implications: As digital marketing literature grows, we offer real implications for organizations especially students in online market.
Co-Authors Agapito Barros Al Azhar, Nadilla Amalina, Siti Nahla Arief Adhy Kurniawan Barros, Agapito Dhanar Intan Surya Saputra Giat Karyono Hafshah, Luqyana Nida Hellik Hermawan Hindah Mustika Ibrahim, Farrel Innolda, Dola Ito Setiawan Karyono, Purwadi Melani, Ratih Indraswari Mohammad Imron Mugiarti, Mugiarti Muktiana, Adhi Latief Mustofa, Dinar Nafisa, Fairuzavina Kafka Namira, Devi Putri Nandang Hermanto Nur Alfi Ekowati Nusa Bhakti, Brilian Perwita, Adinna Islah Prayoga Pribadi Priangga, Melaya Purwadi Purwadi Riyanto Riyanto Rizki Wahyudi Rosliadewi, Linda Saputri, Febryka Wulan Setyaningsih, Gustin Toni Anwar Waluyo, Retno Zaenal Khafidin