Digital customer experience and social media marketing on purchase intention

Yusmedi Nurfaizal; Luqyana Nida Hafshah; Fairuzavina Kafka Nafisa; Agapito Barros

doi:10.24198/jmk.v10i2.67084

Digital customer experience and social media marketing on purchase intention

Yusmedi Nurfaizal, Luqyana Nida Hafshah, Fairuzavina Kafka Nafisa, Agapito Barros

Abstract

Background: The development of digital technology changed consumer interaction patterns among students as the generation who uses online platforms to buy branded products. They use online media to get information as well as to do buying transactions. In the digital marketing, intensity of interactions in the digital form increases and gives impacts to online experiences; therefore communication on social media regarding purchase intentions becomes more important. Purpose: We examined some influences of digital customer experiences and social media marketing on formation of buying intentions. We also looked at the role of perceiving value as one mediate variable and trust as moderate variable. Methods: We used quantitative survey with 200 undergraduate students from three universities in Purwokerto, Indonesia: Universitas Jenderal Soedirman, Universitas Muhammadiyah Purwokerto, and Universitas Amikom Purwokerto. Use purposive sampling technique, with citeria must be active social media users and having experiences related to online shopping. To perform data analysis, we used Partial Least Squaes Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 to generate measure and structure models. Results: Digital customer experience and social media marketing significantly rise perceived value and directly strengthen student intention to purchase. Perceived value was a key factor effecting on digital interactions on decision to buy. Trust showed strong relationships between perceived value as well as purchase intentions, indicating that higher levels of trust in digital platforms can grow consumers’ intent of making a buying. Conclusion: In order to increase perceived value and trust among young consumers, some businesses need to create interestingly and interactively digital experiences and to make credible communication on social media. Implications: As digital marketing literature grows, we offer real implications for organizations especially students in online market.

Keywords

Digital customer experience; social media marketing; perceived value; trust; purchase intention

Full Text:

PDF

References

Alferjani, M., Etshaisha, O., & Babatunde, K. A. (2025). The mediating role of trust on social media review and digital product purchasing behavior among Libyan students. Journal of Information Systems Engineering and Management, 10(2), 252–263. https://doi.org/10.52783/jisem.v10i2s.271

Alnaser, F., Alghizzawi, M., Abualfalayeh, G., Omeish, F., Alharthi, S., & Al Koni, S. R. (2024). The impact of social media marketing activities on purchase intention. International Review of Management and Marketing, 14(6), 288–300. https://doi.org/10.32479/irmm.16839

Alruthaya, A., Nguyen, T. T., & Lokuge, S. (2021). The Application of digital technology and the learning characteristics of generation Z in higher education. ACIS 2021 - Australasian Conference on Information Systems, Proceedings, 1–7. https://doi.org/10.48550/arXiv.2111.05991

Alrwashdeh, M. (2025). How do social media marketing activities enhance online purchase intention among Jordanian consumers? The role of brand trust and brand engagement. Innovative Marketing, 21(2), 291–302. https://doi.org/10.21511/im.21(2).2025.23

Amado-Mateus, M., Guzmán-Rincón, A., & Ortega-Almonacid, F. D. (2025). Understanding online repurchase intention among young Colombian consumers: A relationship-based approach. Digital Business, 5(2), 100146. https://doi.org/10.1016/j.digbus.2025.100146

An, G. K., & Ngo, T. T. A. (2025). AI-powered personalized advertising and purchase intention in Vietnam’s digital landscape: The role of trust, relevance, and usefulness. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 1–15. https://doi.org/10.1016/j.joitmc.2025.100580

Bargoni, A., Kliestik, T., Jabeen, F., & Santoro, G. (2023). Family firms ’ characteristics and consumer behaviour: An enquiry into millennials ’ purchase intention in the online channel. Journal of Business Research, 156, 113462. https://doi.org/10.1016/j.jbusres.2022.113462

Bilro, R. G., & Loureiro, S. M. C. (2020). A consumer engagement systematic review: Synthesis and research agenda. Spanish Journal of Marketing - ESIC, 24(3), 283–307. https://doi.org/10.1108/SJME-01-2020-0021

Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer perceived value: A comprehensive meta-analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/10.1177/10946705231222295

Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M., Elsaed, A. A., & Elsaied, M. A. (2023). Power of social media marketing: How perceived value mediates the impact on restaurant followers’ purchase intention, willingness to pay a premium Price, and E-WoM? Sustainability, 15(6), 5331. https://doi.org/10.3390/su15065331

Chaihanchanchai, P., Anantachart, S., & Ruangthanakorn, N. (2026). Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: A parallel mediation of source credibility. Journal of Marketing Communications, 32(1), 17–39. https://doi.org/10.1080/13527266.2023.2301390

Chang, C.-W., & Chang, S.-H. (2023). The impact of digital disruption: Influences of digital media and social networks on forming digital natives’ attitude. Sage Open, 13(3), 1–10. https://doi.org/10.1177/21582440231191741

Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2024). Antecedents and consequence of social media marketing for strategic competitive advantage of small and medium enterprises: Mediating role of utilitarian and hedonic value. Journal of Strategic Marketing, 32(8), 1106–1125. https://doi.org/10.1080/0965254X.2021.1954070

Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523–541. https://doi.org/10.1108/MIP-12-2018-0587

Chowdhury, S. (2024). Influence of AI driven digital marketing on consumer purchase intention: An empirical study. Journal of Informatics Education and Research, 4(2), 1-8. https://doi.org/10.52783/jier.v4i2.811

Ciuchita, R., Medberg, G., Penttinen, V., Lutz, C., & Heinonen, K. (2022). Affordances advancing user-created communication (UCC) in service: Interactivity, visibility and anonymity. Journal of Service Management, 33(4/5), 688–704. https://doi.org/10.1108/JOSM-10-2021-0407

Dang, T.-Q., Nguyen, T.-M., Tran, P.-T., Phan, T.-T. C., Huynh, T.-B., & Nguyen, L.-T. (2025). From reality to virtuality: Unveiling Gen Z’s purchasing behavior through virtual influencers in the metaverse. Digital Business, 5(2), 100141. https://doi.org/10.1016/j.digbus.2025.100141

Demir, S., & Uşak, M. (2025). Analyzing the implementation of PLS-SEM in educational technology research: A Review of the past 10 years. Sage Open, 15(2), 1–23. https://doi.org/10.1177/21582440251345950

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Guo, J., & Li, L. (2022). Exploring the relationship between social commerce features and Consumers’ Repurchase Intentions: The Mediating Role of Perceived Value. Frontiers in Psychology, 12, 1–15. https://doi.org/10.3389/fpsyg.2021.775056

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An introduction to structural equation modeling. In Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business (pp. 1–29). Springer, Cham. https://doi.org/10.1007/978-3-030-80519-7_1

Hanaysha, J. R., & Alhyasat, K. M. K. (2025). Examining the effect of social media advertising features on customer perceived value and brand love in the retail industry. Telematics and Informatics Reports, 18, 100208. https://doi.org/10.1016/j.teler.2025.100208

Hanaysha, J. R., Ramadan, H. I., & Alhyasat, K. M. K. (2025). Exploring the impact of customer reviews, website quality, perceived service quality, and product assortment on online purchase intention: The mediating role of trust. Telematics and Informatics Reports, 19, 100236. https://doi.org/10.1016/j.teler.2025.100236

Hardcastle, K., Vorster, L., & Brown, D. M. (2025). Understanding customer responses to AI-Driven personalized journeys: Impacts on the customer experience. Journal of Advertising, 54(2), 176–195. https://doi.org/10.1080/00913367.2025.2460985

Hariharan, A., & Ruban, R. M. (2025). The price of trust: Financial implications of marketing transparency in digital marketplaces. Journal of Marketing & Social Research, 2(5), 54–64. https://doi.org/10.61336/jmsr/25-05-07

Houcheimi, A., & Mezei, J. (2024). The role of secure online payments in enabling the development of e-tailing. Journal of Organizational Computing and Electronic Commerce, 34(4), 299–317. https://doi.org/10.1080/10919392.2024.2371236

Izzah, N., Sumartias, S., & Perbawasari, S. (2024). Maximizing brand image building as a semi-pub café through emotional branding. Jurnal Manajemen Komunikasi, 8(2), 159–179. https://doi.org/10.24198/jmk.v8i2.49682

Jabeen, R., Khan, K. U., Zain, F., Atlas, F., & Khan, F. (2024). Investigating the impact of social media advertising and risk factors on customer online buying behavior: A trust-based perspective. Future Business Journal, 10(1), 123. https://doi.org/10.1186/s43093-024-00411-8

Kakkar, A., Kalia, P., Panesar, A., & Sood, R. (2025). Investigating the impact of quality, technology and trust on customers’ purchase intention and word-of-mouth in s-commerce. Aslib Journal of Information Management, 3, 1–26. https://doi.org/10.1108/AJIM-09-2024-0764

Kante, M., & Michel, B. (2023). Use of partial least squares structural equation modelling (PLS-SEM) in privacy and disclosure research on social network sites: A systematic review. Computers in Human Behavior Reports, 10, 100291. https://doi.org/10.1016/j.chbr.2023.100291

Keane, T., Linden, T., Hernandez-Martinez, P., Molnar, A., & Blicblau, A. (2023). Digital technologies: Students’ expectations and experiences during their transition from high school to university. Education and Information Technologies, 28(1), 857–877. https://doi.org/10.1007/s10639-022-11184-4

Khairunnisa, P. K., & Juliadi, R. (2023). Social media marketing strategy to increase brand awareness of local fashion brands. Jurnal Manajemen Komunikasi, 8(1), 21–38. https://doi.org/10.24198/jmk.v8i1.43548

Kock, N. (2021). Common structural variation reduction in PLS-SEM: Replacement analytic composites and the one fourth rule. Data Analysis Perspectives Journal, 2(1), 1–6. https://scriptwarp.com/dapj/2021_DAPJ_2_5/Kock_2021_DAPJ_2_5_CommStrucVarReduction.pdf

Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K. D. V., & Vani, U. K. (2025). Impact of social media advertising on consumer behavior: Role of credibility, perceived authenticity, and sustainability. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1595796

Kowalczuk, P., & Hof, N. (2025). The customer’s perceived value-in-use of voice-assisted smart products and its impact on continuance intention: A trade-off between benefits and costs. Journal of Product & Brand Management, 34(5), 690–706. https://doi.org/10.1108/JPBM-08-2023-4670

Krowinska, A., & Dineva, D. (2025). The role and forms of social media branded content driving active customer engagement behaviours. Journal of Marketing Management, 41(9–10), 1030–1060. https://doi.org/10.1080/0267257X.2025.2544808

Luo, C., Hasan, N. A. M., Zamri bin Ahmad, A. M., & Lei, G. (2025). Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator. Scientific Reports, 15(1), 16605. https://doi.org/10.1038/s41598-025-94994-z

Maring, N. C., & Gmür, M. (2025). Effects of university’s social media presence on students’ organizational media use and loyalty. Journal of Nonprofit & Public Sector Marketing, 37(3), 448–479. https://doi.org/10.1080/10495142.2024.2372662

McKee, K., Dahl, A. J., & Peltier, J. W. (2025). Personalized digital marketing value-in-use: Examining the influences on consumers’ continuum of interactive marketing avoidance behaviors. Journal of Research in Interactive Marketing, September, 1–18. https://doi.org/10.1108/JRIM-03-2025-0136

Méndez-Suárez, M. (2021). Marketing mix modeling using PLS-SEM, bootstrapping the model coefficients. Mathematics, 9(15), 1832. https://doi.org/10.3390/math9151832

Mnajli, F. E., & Khairi, O. (2025). Brand attachment in the digital age: A qualitative study of online shopping experiences. Journal of Information Systems Engineering and Management, 10(42s), 139–145. https://doi.org/10.52783/jisem.v10i42s.7864

Muthaffar, A., Vilches-Montero, S., & Bravo-Olavarria, R. (2024). From digital touchpoints to digital journeys: How shopping mindsets influence appraisal of omnichannel journeys. International Journal of Information Management, 77, 102778. https://doi.org/10.1016/j.ijinfomgt.2024.102778

Nguyen, N. M., Nguyen, H. T., & Cao, T. A. (2024). Effects of social media marketing activities on perceived values, online brand engagement, and brand loyalty. Emerging Science Journal, 8(5), 1957–1975. https://doi.org/10.28991/ESJ-2024-08-05-017

Nguyen Thi Ha, P., Tran Van, H., Le Thai, P., Trinh Thi Phuong, T., & Tran, T. (2024). Partial least squares structural equation modeling (pls-sem) in higher education research: An evidence from using technology acceptance model (tam) and innovation resistance theory (IRT). New Review of Information Networking, 29(1–2), 24–54. https://doi.org/10.1080/13614576.2025.2499748

Papadopoulou, C., Vardarsuyu, M., & Oghazi, P. (2023). Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness. Journal of Business Research, 167, 114154. https://doi.org/10.1016/j.jbusres.2023.114154

Pappas, I. O. (2018). User experience in personalized online shopping: A fuzzy-set analysis. European Journal of Marketing, 52(7/8), 1679–1703. https://doi.org/10.1108/EJM-10-2017-0707

Perera, C. H., Nayak, R., & Nguyen, L. T. Van. (2023). The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications, 29(8), 770–795. https://doi.org/10.1080/13527266.2022.2086284

Phan Tan, L. (2024). Customer participation, positive electronic word-of-mouth intention and repurchase intention: The mediation effect of online brand community trust. Journal of Marketing Communications, 30(7), 792–809. https://doi.org/10.1080/13527266.2023.2177709

Pires, P. B., Prisco, M., Delgado, C., & Santos, J. D. (2024). A conceptual approach to understanding the customer experience in e-commerce: An empirical study. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 1943–1983. https://doi.org/10.3390/jtaer19030096

Qing, X. (2025). Live streamers impact on consumer purchase intention: Exploring social presence trust and innovation acceptance. Innovation: The European Journal of Social Science Research, 1610, 1–31. https://doi.org/10.1080/13511610.2025.2487461

Rather, R. A., & Hollebeek, L. D. (2020). Experiential marketing for tourism destinations. In Routledge handbook of tourism experience management and marketing (1st ed., pp. 271–282). Routledge Publishing House.

Rodríguez-Ardura, I., Meseguer-Artola, A., & Fu, Q. (2024). The utilitarian and hedonic value of immersive experiences on WeChat: Examining a dual mediation path leading to users’ stickiness and the role of social norms. Online Information Review, 48(2), 229–256. https://doi.org/10.1108/OIR-04-2022-0208

Roemer, E., Schuberth, F., & Henseler, J. (2021). HTMT2–an improved criterion for assessing discriminant validity in structural equation modeling. Industrial Management & Data Systems, 121(12), 2637–2650. https://doi.org/10.1108/IMDS-02-2021-0082

Roy, S., & Misra, S. (2024). Impact of integrated marketing communication strategies on choice of higher education institutions. Innovative Marketing, 20(4), 74–84. https://doi.org/10.21511/im.20(4).2024.07

Sansome, K., Conduit, J., & Wilkie, D. (2025). Consumers demand transparency… but do they actually engage? Exploring motives and interactions with brand transparency information. Journal of Business Research, 194, 115386. https://doi.org/10.1016/j.jbusres.2025.115386

Senali, M. G., Iranmanesh, M., Ghobakhloo, M., Foroughi, B., Asadi, S., & Rejeb, A. (2024). Determinants of trust and purchase intention in social commerce: Perceived price fairness and trust disposition as moderators. Electronic Commerce Research and Applications, 64, 101370. https://doi.org/10.1016/j.elerap.2024.101370

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001

Sharma, N., & Fatima, J. K. (2024). Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit. Journal of Retailing and Consumer Services, 77, 103627. https://doi.org/10.1016/j.jretconser.2023.103627

Shian, L., Cheng, M. G., Abidin, N. I. Z., Hassan, M. N., & Zakaria, N. (2025). Brand trust and brand loyalty on social media marketing activities and customer purchase. Quantum Journal of Social Sciences and Humanities, 6(5), 86–99. https://doi.org/10.55197/qjssh.v6i5.658

Tan, T. Le, Nguyen Chau Ngoc, K., Thanh, H. L. T., Thu, H. N. T., & Hoang, U. V. T. (2024). Enhancing repurchase intention on digital platforms based on shopping well-being through shopping value, trust and impulsive buying. Sage Open, 14(3), 1–25. https://doi.org/10.1177/21582440241278454

Tilahun, M., Berhan, E., & Tesfaye, G. (2023). Determinants of consumers’ purchase intention on digital business model platform: Evid ence from Ethiopia using partial least square structural equation model (PLS-SEM) technique. Journal of Innovation and Entrepreneurship, 12(1), 50. https://doi.org/10.1186/s13731-023-00323-x

Umpusinga, H. A., Alam, I. A., Habiburahman, H., & Barusman, A. R. P. (2026). Influence of digital customer experience , social media engagement , and brand trust on online purchase intention of electronic products. International Journal of Business, Law, and Education, 7(1), 200–209. https://doi.org/10.56442/ijble.v7i1.1351

Ünalmış, E., Dirsehan, T., & Erdoğmuş, İ. E. (2026). Consequences of influencer-created content on influencers’ authenticity in the beauty and personal care industry. Journal of Marketing Communications, 32(2), 203–229. https://doi.org/10.1080/13527266.2024.2371833

Wang, J., Ma, Y., Min, L., Geng, J., & Xiao, Y. (2025). The impact of social media fashion influencers’ relatability on purchase intention: The mediating role of perceived emotional value and moderating role of consumer expertise. Acta Psychologica, 258, 105174. https://doi.org/10.1016/j.actpsy.2025.105174

Yum, K., & Kim, J. (2024). The influence of perceived value, customer satisfaction, and trust on loyalty in entertainment platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763

Zhang, R., Zhou, W., & Liu, R. (2025). The effects of utilitarian and hedonic values on mobile shoppers’ behavioral intentions: The moderating role of stickiness. International Journal of Quality and Service Sciences, 17(4), 474–497. https://doi.org/10.1108/IJQSS-03-2025-0066

DOI: https://doi.org/10.24198/jmk.v10i2.67084