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

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)

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

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.