Priority Recommendations for Improving Social Commerce Factors to Increase Household Product Purchase Intention
Priority Recommendations for Improving Social Commerce Factors to Increase Household Product Purchase Intention

Summary/Abstract: The rapid growth of e-commerce and the emergence of social commerce have transformed Indonesia’s retail landscape by integrating social interaction into the shopping experience. However, one of Indonesia's leading social commerce platforms, KreasiOne, remains highly dependent on the household products category that include furniture, kitchenware, tools and hardware, home supplies, home improvement, and textiles and soft furnishings, which may pose a potential risk to the platform’s long-term business sustainability. This study aims to identify the key factors influencing consumer purchase intention for household products in social commerce and propose strategic recommendations for improvement. A quantitative approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM) on data collected from 413 respondents. The research model was developed based on the Stimulus–Organism–Response (S-O-R) framework, where interactivity, information quality, and subjective norm represented as the stimulus variables; hedonic value, utilitarian value, and trust represented as the organism (mediating) variables; and purchase intention represented the response variable. The results indicate that 9 out of 10 hypotheses were supported, with hedonic value emerging as the strongest predictor of purchase intention (β = 0.451), followed by trust (β = 0.387) and utilitarian value (β = 0.193). Interactivity and information quality significantly influenced the mediating variables, whereas subjective norm had no significant effect. These findings suggest that shopping experience, consumer trust, and functional value are the primary drivers of consumers' purchase intention toward household products category on KreasiOne. The IPMA results further support these findings by identifying shopping experience, interaction quality, platform reliability, and the quality of product and shipping information as the highest-priority areas to improve. Accordingly, the proposed strategic recommendations focus on developing personalization algorithms, optimizing communication, and enhancing transparency and the quality of information to continuously improve the user experience and trust.

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