The Determinants of Purchase Intention in Social Commerce

Research aims: The research aims to determine the determinants of purchase intention in social commerce.Design/Methodology/Approach: population this study was online shoppers. Questionnaires were distributed Google Forms through various platforms. sampling technique employed purposive by drawing samples from 372 respondents. data had been confirmed for their reliability and validity. analysis methods utilized both quantitative descriptive. Then, Structural Equation Modeling (SEM) used analysis.Research findings: uncovered that trust, attitude, perceived usefulness significantly affected intention. trust a significant effect on attitude. Perceived ease use also subjective norms usefulness. However, highlights alternative evaluations did not affect intention.Theoretical contribution/Originality: This enriches reading researchers related subjects. Another contribution is demonstrates strengthening commerce will increase intention.Practitioner/Policy implication: help other researchers, managers, investors, government consider how opportunities can drive customer limitation/Implication: Since only discussed media popular today, further discuss developing media. In addition, several variables affecting Hence, subsequent explain role artificial intelligence encouraging commerce.