Published: 2026-03-31
The Role of Customer Experience in Shaping Purchase Decisions: The Mediating Effect of Customer Engagement on Digital E-Commerce Platforms
DOI: 10.35870/ijmsit.v6i1.6627
Firdaus, M. Rully Sjahirul Alim, Kukuh Mulyanto, Abdullah, Asepta Hendriyanto, Nuruddin Mahmud, Fiderius Ismanto, Heru Yulianto, Alis Arifa Rahman
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Firdaus:
Universitas Muhammadiyah Semarang
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M. Rully Sjahirul Alim:
Universitas Muhammadiyah Semarang
- Kukuh Mulyanto: Sekolah Tinggi Ilmu Ekonomi Anindyaguna
- Abdullah: Sekolah Tinggi Ilmu Ekonomi Totalwin
- Asepta Hendriyanto: Sekolah Tinggi Ilmu Ekonomi Anindyaguna
- Nuruddin Mahmud: Sekolah Tinggi Ilmu Ekonomi Anindyaguna
- Fiderius Ismanto: Sekolah Tinggi Ilmu Ekonomi Anindyaguna
- Heru Yulianto: Sekolah Tinggi Ilmu Ekonomi Anindyaguna
- Alis Arifa Rahman: Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Abstract
This study examines the effect of customer experience on purchase decisions, with customer engagement as a mediating variable in digital e-commerce platforms. Increasing competition in the e-commerce sector has shifted managerial focus toward experiential and relational factors influencing consumer decision-making. A quantitative approach was employed using survey data collected from e-commerce users through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that customer experience has a significant positive effect on both customer engagement and purchase decisions. Customer engagement also significantly mediates the relationship, indicating that improved experiences enhance purchasing outcomes indirectly through stronger engagement. However, the moderating effect between the variables is not statistically significant. The model demonstrates satisfactory explanatory power, indicating its robustness in explaining consumer behavior in digital platforms. These findings emphasize the importance of designing effective experience-based strategies to strengthen engagement and drive purchasing outcomes. This study provides practical insights for e-commerce managers and contributes to the literature on digital marketing and consumer behavior.
Keywords
Customer Experience; Customer Engagement; Purchase Decisions; Digital E-Commerce; PLS-SEM
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 6 No. 1 (2026)
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Section: Articles
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Published: 2026-03-31
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/ijmsit.v6i1.6627
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Firdaus, Universitas Muhammadiyah Semarang
Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia
M. Rully Sjahirul Alim, Universitas Muhammadiyah Semarang
Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia
Kukuh Mulyanto, Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Department of Management, Faculty Economic and Business, Sekolah Tinggi Ilmu Ekonomi Anindyaguna, Semarang City, Central Java Province, Indonesia
Abdullah, Sekolah Tinggi Ilmu Ekonomi Totalwin
Department of Management, Faculty Economic and Business, Sekolah Tinggi Ilmu Ekonomi Totalwin, Semarang City, Central Java Province, Indonesia
Asepta Hendriyanto, Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Department of Management, Faculty Economic and Business, Sekolah Tinggi Ilmu Ekonomi Anindyaguna, Semarang City, Central Java Province, Indonesia
Nuruddin Mahmud, Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Department of Management, Faculty Economic and Business, Sekolah Tinggi Ilmu Ekonomi Anindyaguna, Semarang City, Central Java Province, Indonesia
Fiderius Ismanto, Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Department of Management, Faculty Economic and Business, Sekolah Tinggi Ilmu Ekonomi Anindyaguna, Semarang City, Central Java Province, Indonesia
Heru Yulianto, Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Department of Management, Faculty Economic and Business, Sekolah Tinggi Ilmu Ekonomi Anindyaguna, Semarang City, Central Java Province, Indonesia
Alis Arifa Rahman, Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Department of Management, Faculty Economic and Business, Sekolah Tinggi Ilmu Ekonomi Anindyaguna, Semarang City, Central Java Province, Indonesia
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