Analysis and Evaluation of Purchase Intention Factors in Social Commerce in Indonesia

Social commerce is a place where most Indonesians do online shopping through social media. The benefit of using social media platforms for shopping is that one can find what they are looking for easily and without spending much time or effort. In this study, researchers want to know what factors influence purchase intention through social commerce platforms in Indonesia. Therefore, this study uses quantitative methods with 343 respondents to find out what factors influence people’s purchase intentions through social commerce platforms in Indonesia. There are six hypotheses used in this study. The results of the study showed that the factors that influence a person’s purchase intention on a social commerce platform are trust, subjective norm, service quality, brand image, and perceived ease of use. These five factors influence a person’s purchase intention on a social commerce platform. However, there is one factor that is not significant, which is information quality, so further research is needed regarding the effect of information quality on purchase intention in social commerce. In addition, researchers also make predictions using the PLS predict to find out the most influential factor, namely purchase intention, which affects a person’s behavior to shop through social commerce platforms in Indonesia. The evidence in the Q2predict table is relevant to shopping through social commerce in Indonesia. Because social commerce itself has influenced attitudes that create behavioral intentions to shop through social commerce because it is efficient. The impact of the presence of Social Commerce will improve their buying and selling performance in Indonesia.