This paper is part of the International Journal of Applied Research in Business and Management (ISSN: 2700-8983), Volume 5, Issue 2, published in 2024.
Authors
Lily Purwianti, Edy Yulianto
Abstract
Social commerce is a new form of e-commerce that applies Web 2.0 technology features to design customer-oriented businesses. This al-lows consumers to generate content with the aim of sharing information about their shopping experience and engaging socially in the purchasing process. This study aims to analyze the impact of social presence on purchase intention, using trust and attitude as mediators in social commerce. The Batam city community, well-versed in social commerce, serves as the sample for this research. A total of 300 re-spondents were used in this study. The sample technique uses purposive sampling. Smart PLS is an analysis tool. The variables used are social presence, attitude, trust, and purchase intention. The results of this study are that social presence has no effect on purchase intention, but social presence influences purchase intention with the mediation of trust and attitude. Another result is that social presence influences attitude and trust. These findings contribute to businesspeople making good use of social commerce. By understanding the factors that influence purchase intention in social commerce, company can increase their social presence and increase customer trust in their service atti-tude, thereby increasing sales of products and goods in social commerce.
Suggested Citation (APA 7th)
Purwianti, L., Yulianto, E. (2024). The Influence of Social Presence on Purchase Intention in Social Commerce: The Mediating Roles of Trust and Attitude. International Journal of Applied Research in Business and Management, 5(2). https://doi.org/10.51137/wrp.ijarbm.2024.lpts.45613
