Amplifying Customer's Motivation Through Marketing Activities to Increase Purchase Intention in Social Commerce

As information technology keeps evolving, social commerce has become a common alternative for Indonesians to purchase products online. Social commerce successfully facilitates social interactions between customers and business actors on one platform, combining the idea of social network sites and electronic commerce (e-commerce). The problem is that social commerce provides users with an effortless way to compare one product to another, leading to another challenge for businesses to compete with competitors. Hence, this research aims to identify how to amplify customers’ motivation when they see any product marketing activities in social commerce and how that motivation can increase their purchase intention towards the product. The method used in this study is Structural Equation Modeling (SEM) PLS with the purposive sampling method for primary data collection. The data were taken from social commerce users who have seen any product marketing labeled content. The primary data of 169 respondents were collected from April to September 2024 from the people who live in Indonesia. The result shows that all of the seven hypotheses are accepted.