The Impact of Socioeconomic Status and Cultural Influences on Purchasing Decisions Mediated by e-WOM

Prasetyo Harisandi (), Ratih Hurriyati and Bambang Widjadjanta
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Prasetyo Harisandi: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Bambang Widjadjanta: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 111-124 from Springer

Abstract: Abstract This study investigates the complex interactions among Indonesian consumers’ purchase decisions, e-WOM engagement, socioeconomic status (SES), and cultural influences. Using quantitative research methodology, data were collected from 389 Indonesian consumers through an online survey and analyzed using structural equation modeling (SEM) and partial least squares (PLS) techniques. The results showed a strong positive correlation between SES, cultural factors, e-WOM engagement, and purchase decisions. Specifically, e-WOM engagement served as a significant mediator in the relationship between SES, cultural influences, and purchase behavior. These findings highlight the important role of digital communication channels in shaping consumer decisions in the evolving Indonesian market. The study suggests that businesses can leverage e-WOM to enhance brand awareness, reputation, and customer engagement. Furthermore, the study offers valuable insights for researchers, policymakers, and marketers seeking to better understand Indonesian consumer behavior. For future research, it is recommended to explore variables such as technological advancements, demographic shifts, and changes in consumer preferences to gain a more comprehensive understanding of consumer behavior in the dynamic digital era.

Keywords: Consumer Behavior; Socioeconomic Status; Cultural Influences; Electronic Word-of-Mouth (e-WOM); Indonesia (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_14

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DOI: 10.2991/978-94-6463-817-2_14

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