DIGITAL MARKETING STRATEGIES AND DIGITAL LITERACY AS DETERMINANTS OF SOCIAL COMMERCE PURCHASE INTENTION: EVIDENCE FROM HIGHER EDUCATION STUDENTS
DOI:
https://doi.org/10.21009/JRMSI.17.1.10Keywords:
Content Marketing, Viral Marketing, Affiliate Marketing, Digital Literacy, Social Commerce Purchase IntentionAbstract
The rapid advancement of the internet has reshaped social media into a key medium for marketing communication and audience engagement. Its growing influence has significantly contributed to the expansion of e-commerce, leading to the emergence of social commerce as a relevant and appealing area of study. However, limited research addresses social commerce purchase intention, particularly from the perspectives of digital marketing and digital literacy in Indonesia. This study therefore investigates how content marketing, viral marketing, and affiliate marketing as prominent digital marketing strategies alongside digital literacy, affect purchase intention in social commerce, with a specific focus on the TikTok Shop platform. Employing a quantitative design, the research targets active students from the Faculty of Economics and Business at Universitas Negeri Surabaya. A purposive sampling method was applied, producing data from 344 respondents. Analysis was carried out using Structural Equation Modeling with Partial Least Squares (PLS-SEM) via SmartPLS 3. The findings reveal that content marketing, viral marketing, and affiliate marketing each exert a positive and significant influence on social commerce purchase intention, whereas digital literacy shows no significant effect.
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