THE INFLUENCE OF MARKETING STRATEGIES ON CONSUMER PURCHASING DECISIONS
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Abstract
This study investigates the impact of multiple marketing strategies on consumer purchase intention within social commerce platforms, focusing on the emerging Southeast Asian market context. Social commerce has experienced exponential growth in this region, presenting unique opportunities for integrated marketing approaches that combine user-generated content, social proof indicators, personalized recommendations, influencer partnerships, and interactive engagement features—addressing a significant research gap in understanding their collective and comparative influence. The study employed a quantitative correlational research design with data collected from 387 Generation Z consumers through a structured questionnaire utilizing a 5-point Likert scale. Data analysis was conducted using SPSS version 26, including validity testing (r > 0.195), reliability testing (Cronbach's Alpha > 0.70), and classical assumption tests to ensure data quality. Multiple regression analysis revealed significant positive relationships between all marketing elements and purchase intention, with user-generated content demonstrating the strongest influence (t = 7.84, p < 0.001), followed by social proof indicators (t = 6.92, p < 0.001), personalized recommendations (t = 5.73, p < 0.001), influencer partnerships (t = 4.87, p < 0.001), and interactive engagement features (t = 3.95, p < 0.01), while the overall model showed high significance (F = 42.68 > F-table 2.24, p < 0.001). This research contributes to social commerce literature by providing empirical evidence on the relative effectiveness of multiple marketing elements employed simultaneously, offers unique insights into consumer behavior in emerging markets, provides practical guidance for businesses optimizing their social commerce strategies, and establishes a foundation for future research investigating cross-cultural variations and longitudinal effects in this rapidly evolving domain.
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