Influence of Surveillance, Social Interaction, Information Sharing, Remuneration, Entertainment, and Electronic Word of Mouth to Purchase Intention with Brand Equity as a Mediation on E-Commerce Shopee in Indonesia

Abstract

Abstract:  Social media’s accelerated development has significantly altered customer-company interactions, especially in the e-commerce sector. Shopee, as a major e-commerce player in Indonesia, leverages a range of social media tools to foster customer retention and influence buying decisions. This study aims to examine the contribution of social media elements such as surveillance, social interaction, information sharing, remuneration, entertainment, and E-WOM against purchase intention, from brand equity as a mediating variable. This study uses a quantitative approach from a survey disseminated via social media to Shopee users with shopping intents.  The data analysis using SEM-PLS, with the minimum sample size of 385 respondents determined using Cochran's algorithm. The study reveals that social media elements and e-WOM significantly influence both brand equity and purchase intention. Brand equity is assumed to be the main mediator that strengthens the social media interactions and purchase behavior. Consequently, improved communication and engagement through Shopee's social media platforms directly elevate the brand's value in consumer perceptions, which ultimately increases their purchase intention on the platform. This finding provides strategic implications for the development of digital marketing in e-commerce.