The Effect of Social Media and E-Commerce on Consumers’ Purchase Intention

Donni Rafiul Ichsan, Mahameru Rosy Rochmatullah

Abstract


Grounded in a quantitative research framework, this inquiry investigates whether consumers’ inclination to purchase within the Solo Raya region can be elucidated by their engagement with social media and e-commerce. The empirical evidence was obtained from 175 purposively recruited participants possessing prior experience with both digital channels. Responses were elicited through a web-based instrument employing a five-point Likert continuum. Within the analytical model, Social Media and E-Commerce functioned as explanatory constructs, whereas Consumer Purchase Intention constituted the outcome variable. Statistical examination was undertaken in SPSS, encompassing assessments of instrument validity and reliability, diagnostic tests of classical regression assumptions, multiple linear regression estimation, individual significance testing through the t-statistic, joint model evaluation using the F-test, and determination of explanatory power. The empirical estimates substantiate that stronger Social Media engagement corresponds with a significant elevation in Consumer Purchase Intention (B = 0.594; t = 10.328; p < 0.001). A congruent pattern is evident for E-Commerce, which likewise exerts a statistically significant positive contribution to purchase intention (B = 0.430; t = 6.760; p < 0.001). Simultaneously, both variables significantly affect Consumer Purchase Intention (F = 732.799; p < 0.001), with an Adjusted R² of 0.894

Keywords


Consumer Behavior; E-Commerce; Purchase Intention; Social Media; Social Media Marketing.

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References


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DOI: https://doi.org/10.17509/ijdb.v6i2.105896

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