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

DOI

10.2991/978-94-6463-817-2_14How to use a DOI?

Keywords

Consumer Behavior; Socioeconomic Status; Cultural Influences; Electronic Word-of-Mouth (e-WOM); Indonesia

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Prasetyo Harisandi
AU  - Ratih Hurriyati
AU  - Bambang Widjadjanta
PY  - 2025
DA  - 2025/09/12
TI  - The Impact of Socioeconomic Status and Cultural Influences on Purchasing Decisions Mediated by e-WOM
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 111
EP  - 124
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_14
DO  - 10.2991/978-94-6463-817-2_14
ID  - Harisandi2025
ER  -