Positive Customer Experience is Key to Effective Social Media Marketing for Boosting Purchase Intentions

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FORMOSA NEWS

Social media marketing significantly drives purchase intentions among marketplace users, particularly when companies successfully create a positive customer experience. This is the finding of a recent study by Maulana Iqbal N and Siska Ernawati Fatimah from the Faculty of Economics and Business at Swadaya Gunung Jati University, published in the June 2026 issue of the Indonesian Journal of Business Analytics.

The research highlights the shift in consumer behavior in the digital era, where social media functions not merely as a communication tool but as a crucial initial touchpoint in the customer journey before transacting on a marketplace. While social media promotion is vital, the authors emphasize that its effectiveness is heavily dependent on the quality of interactions perceived by the consumer, or "customer experience".

In a study involving 150 active marketplace users in 2025, the researchers employed a quantitative method utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. Customer experience was positioned as a mediating variable linking social media marketing activities to consumer purchase intentions.

The analysis revealed the following key findings:

• Direct Impact: Social media marketing has a positive and significant direct effect on both customer experience and purchase intention.
• Mediating Role: Customer experience partially mediates the relationship between social media marketing and purchase intention, meaning that positive experiences during digital interactions strengthen an individual's intent to purchase.
• Determining Factors: Ease of platform use, clarity of product information, and transaction security are vital elements in forming a satisfying customer experience.

The implication of this research for business practitioners and marketplace managers is the necessity of shifting focus from merely increasing promotional volume to strategies oriented toward the quality of the consumer's experience. Content that is informative, interactive, and credible, supported by responsive and secure platform systems, proves to be a powerful combination for building consumer trust. These findings provide a practical framework for companies to design digital shopping journeys that are consistent and valuable to users.

Author Profile: This research was authored by Maulana Iqbal N and Siska Ernawati Fatimah from the Faculty of Economics and Business, Swadaya Gunung Jati University, who specialize in digital marketing management and consumer behavior.

Research Source:

• Article Title: The Influence of Social Media Marketing on Purchase Intention through Customer Experience
• Journal Name: Indonesian Journal of Business Analytics (IJBA)
• Publication Year: 2026
• DOI: https://doi.org/10.55927/ijba.v6i3.16501