Exploring social media marketing: A key driver of social commerce in Indonesia

This study investigates the role of social commerce constructs in Indonesia, focusing on how social interactions and support influence social commerce intention. It examines the effects of both accurate and inaccurate information shared within social commerce communities, with social support as a mediating factor for social commerce intention. A pilot study was conducted with 275 respondents using structural equation modeling with Analysis of Moment Structures. R-Studio was also used for sentiment analysis, and the Sobel test was applied to evaluate the mediation effects of social support on purchase intention. The findings indicate that social commerce significantly impacts social support. Social support only partially mediates the relationship between social commerce constructs and purchase intention. This research contributes to a better understanding of social commerce by showing how social support influences purchasing intentions and how businesses strategically shape social support, offering valuable insights for consumers and marketers alike, especially in Indonesia’s social commerce environment.