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Purpose: The transformation from e-commerce to social commerce has had a significant impact on consumer behaviour in Indonesia. This study aims to analyse the influence of local cultural values, perceived security and privacy, interaction between consumers and influencers, use of social commerce, and marketing strategies through social media on the adoption and use of social commerce. Method: Data was collected through an online questionnaire from 300 respondents and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Result: The results showed that all hypotheses were accepted. Local cultural values, perceived security and privacy, interaction with influencers, use of social commerce, and marketing strategies through social media significantly influence the adoption and use of social commerce. Local cultural values have a significant influence on social commerce adoption, while perceived security and privacy increase consumer trust. Interaction with influencers increases consumer engagement, which in turn influences purchase decisions. The use of social commerce encourages a consumptive lifestyle among young consumers. Marketing strategies through social media are effective in increasing consumer purchase intentions. This research provides insights for businesses to develop more effective strategies to increase the adoption and usage of social commerce in Indonesia.
Sabirin et al. (Wed,) studied this question.