E-Commerce Strategies and Customer Experience as Drivers of Purchase Intention: A Case Study of Maju Bersama Supermarket, Medan City

Dina Antika Pohan, Dwi Fany Fransiska Dewi Butar-Butar and Siti Junaida Hasibuan
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Dina Antika Pohan: STIE International Business Management Indonesia.
Dwi Fany Fransiska Dewi Butar-Butar: STIE International Business Management Indonesia.
Siti Junaida Hasibuan: STIE International Business Management Indonesia.

Global Insights in Management and Economic Research, 2025, vol. 1, issue 04, 210-215

Abstract: Purpose of the study: This study investigates the influence of e-commerce implementation and customer experience on purchase intention at Maju Bersama Supermarket in Medan City, Indonesia. The research aims to determine the extent to which these variables, both individually and collectively, affect consumer purchase intentions in a hybrid retail environment Materials and methods: A quantitative research approach was employed using accidental sampling technique. The study population consisted of 1,252 registered members of Maju Bersama Supermarket, with a sample size of 93 respondents calculated using the Slovin formula with a 10% margin of error. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis with SPSS version 22. Validity and reliability tests were conducted, followed by classical assumption tests (normality, multicollinearity, and heteroscedasticity) before hypothesis testing. Results: The regression equation Y = 10.151 + 0.176X₁ + 0.395X₂ indicates that both e-commerce (X₁) and customer experience (X₂) positively influence purchase intention. Partial hypothesis testing revealed that e-commerce significantly affects purchase intention (t = 3.476 > t-table = 1.662, p = 0.001), as does customer experience (t = 4.432 > t-table = 1.662, p F-table = 3.098, p

Keywords: E-commerce; Customer experience; Purchase intention; Retail supermarket; Consumer behavior; Hybrid retail; Digital transformation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eof:igimer:v:1:y:2025:i:04:id:85

DOI: 10.53905/Gimer.v1i04.32

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