Factors Influencing Social Commerce Purchase Decision Via Mobile Apps In The New Normal Period

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Published: Sep 13, 2022
DOI: https://doi.org/10.35335/mantik.v6i3.2825
Keywords:
Word-of-Mouth, Trust, Online Ads, S-Commerce Purchase Decision, SEM-PLS
Issue
Vol. 6 No. 3 (2022): November: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Section
Computer Science
Statistics Article
Article View : 168 Times

Main Article Content

Imaduddin
Universitas Muslim Indonesia
Andi Faisal Bahari
Universitas Muslim Indonesia
Muhammad Ashoer
Universitas Muslim Indonesia
Zaenal Arifin Sahabuddin
Universitas Muslim Indonesia

Abstract

During the new normal, social commerce (s-commerce) activities have been emerging expeditiously as it offers solutions to fulfill Indonesians’ needs and wants. To analyzed this concurrent phenomenon, we have identified exogenous constructs (Word-of-Mouth (WoM), trust, and advertising) based on previous research mapping and tested their impact on consumer purchasing decisions via s-commerce (Instagram) apps. Subsequently, a online survey was selected as a data collection method to minimize physical contacts between people. A link of electronic questionnaire was generated and then distributed directly to all active Instagram users in Indonesia via Whatsapp and email. Purposive sampling technique was used to select 208 respondents who had basic knowledge of s-commerce concepts and practices and had conducted direct transactions at least twice. According to the PLS-SEM output, WoM and trust has a positive and significant effect on s-commerce purchasing decisions, whereas advertising has no effect. These findings offer the most up-to-date insights for e-commerce companies and related social media to reform their marketing strategies in the new normal to maintain consumer satisfaction and loyalty.

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How to Cite
Imaduddin, Andi Faisal Bahari, Muhammad Ashoer and Zaenal Arifin Sahabuddin (2022) “Factors Influencing Social Commerce Purchase Decision Via Mobile Apps In The New Normal Period”, Jurnal Mantik, 6(3), pp. 2732-2739. doi: 10.35335/mantik.v6i3.2825.
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