The Influence of Social Commerce Engagement on Consumer Purchase Decisions through Trust and Perceived Value on Non-Marketplace Digital Platforms
DOI:
https://doi.org/10.51903/gasc2g53Keywords:
Social Commerce Engagement, Purchase Decision, Trust, Perceived Value, Non-Marketplace PlatformsAbstract
The rapid development of digital technology has significantly transformed consumer purchasing behavior, particularly through the growing practice of social commerce on non-marketplace platforms. This study aims to analyze the influence of social commerce engagement on consumer purchase decisions by examining the mediating roles of trust and perceived value. This research employs a quantitative approach with a causal design and explanatory research method. Data were collected through an online questionnaire distributed to 150 respondents selected using purposive sampling based on specific criteria, and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results indicate that social commerce engagement has a significant effect on purchase decisions, both directly and indirectly through trust and perceived value. Furthermore, perceived value was found to have a more dominant mediating role compared to trust in influencing purchase decisions. These findings contribute to the advancement of digital consumer behavior literature and provide practical implications for businesses to enhance digital interactions, build consumer trust, and improve perceived value in order to strengthen purchase decisions.
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