Understanding Purchase Decisions in Indonesian Social Commerce: The Effects of Social Proof, Perceived Scarcity, Perceived Value, and Parasocial Interaction through the Stimulus–Organism–Response Perspective
DOI:
https://doi.org/10.35870/ijmsit.v6i2.7715Keywords:
Social Proof, Perceived Scarcity, Perceived Value, Parasocial Interaction, Purchase Decision, Social CommerceAbstract
The rapid growth of social commerce has transformed consumer purchasing behavior, making it essential to understand the factors that influence purchase decisions in digital environments. This study aims to examine the effects of social proof, perceived scarcity, perceived value, and parasocial interaction on purchase decisions in social commerce in Indonesia. A quantitative research approach with a survey method was employed. Data were collected through an online questionnaire distributed to 100 social commerce users in Indonesia aged 20–35 years, selected using purposive sampling. The research instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression with SPSS Statistics 25 for Windows. The results indicate that social proof, perceived scarcity, perceived value, and parasocial interaction simultaneously have a significant effect on purchase decisions. Partially, all four variables were found to have positive and significant effects on purchase decisions. Among the examined variables, perceived scarcity showed the strongest influence, followed by parasocial interaction, social proof, and perceived value. Furthermore, the coefficient of determination indicates that these variables explain 33.2% of the variance in purchase decisions, while the remaining 66.8% is influenced by other factors outside the research model. These findings contribute to the social commerce literature by highlighting the importance of social, psychological, and value-related factors in shaping consumer purchase decisions. The results also provide practical implications for businesses in developing effective digital marketing strategies to enhance consumer engagement and purchasing behavior.
Downloads
References
Aggarwal, P., Jun, S. Y., & Huh, J. H. (2023). Acarcity Messages A Consumer Competition Perspectivw. Journal of Advertising, 40(3), 19–30. https://doi.org/10.2753/JOA0091-3367400302
Aini, S. A., & Abdurrahman. (2025). Pengaruh Social Media Marketing, Parasocial Interaction Terhadap Purchase Intention Melalui Brand Image Pada Produk Kosmetik Lokal Makeover. Journal of Innovative and Creativity (Joecy), 5(3), 24771–24784. https://doi.org/10.31004/joecy.v5i3.3344
Alfarisi, A. H., Siregar, M. E. S., & Febrilia, I. (2022). Pengaruh Nilai-Nilai Fungsional, Sosial, dan Emosional terhadap Niat Beli Barang Virtual Game Online. Jurnal Bisnis, Manajemen, Dan Keuangan, 3(1), 297–313. https://doi.org/10.21009/jbmk.0301.22
Alyssa, H. P., & Lisnawati, R. (2025). Analisis Risiko Informasi Rating dan Ulasan Konsumen terhadap Keputusan Pembelian pada Platform E-Commerce: Perspektif Manajemen Keuangan Konsumen. Jurnal Laporan Akuntansi Terpadu, 6(2), 1–10.
Angelina, M., & Henuk, Y. G. (2024). Pengaruh Streamer Attractiveness dan Para- Social Interaction terhadap Arousal dan Impulsive Buying pada Tiktok Live Shopping. Jurnal Manajemen Pemasaran, 18(2), 115-122. https://doi.org/10.9744/pemasaran.18.2.115-122
Bernandy, M. P., & Arifah, I. D. C. (2025). Pengaruh Twin Date Campaign dan Scarcity Marketing Terhadap Purchase Intention di E-Commerce XYZ yang Dimediasi oleh Fear of Missing Out. Jurnal of Applied Digital Business Research, 1(2), 184–200.
Candra, W. K. S. (2023). The Effect of Social Media Influencer Characteristics on Purchase Intention on Beauty Products in Indonesia. Iqtishoduna, 19(2). https://doi.org/10.18860/iq.v19i2.22544
Cengiz, H., & Şenel, M. (2026). The Effect of Perceived Scarcity on Fast Impulse Buying Tendencies in Impulse Buying a fast Fashion Context: A Mediating and Multigroup Analysis. Ournal of Fashion Marketing and Management: An International. https://doi.org/10.1108/JFMM-03-2023-0082
Christiana, I., Abi, G., Lubis, M., & Putri, L. P. (2024). Keputusan Belanja Online: Dampak Social Proof, Harga dan Minat Beli. MOTIVASI, 10(1), 13–21. https://doi.org/10.32502/motivasi.v10i1.550
Digital Reports. (2025). “Kondisi digital” di Indonesia pada Tahun 2025. Digital Reports. https://datareportal.com/reports/digital-2025-indonesia
Dillon, C. M. (2022). Predictors of Perceived Scarcity: The Impact of Demographic Factors, Objective Socioeconomic Status, and Subjective Social Status (Master's thesis, The University of North Carolina at Charlotte).
Febriyantoro, M. T., Fahlevi, D. R., Jasmine, N., & Rahmawati, R. (2025). Pengaruh Social Media Marketing dan Perceived Value terhadap Purchase Intentions melalui Consumer Trust pada produk Skintific. Sanskara Manajemen Dan Bisnis, 4(01), 225–247. https://doi.org/10.58812/smb.v4i01
Fortuna, G. E., Roslina, & Fihartini, Y. (2025). The Role of Perceived Value in Building Consumer Trust and Repurchase Intention on TikTok Live Streaming in Indonesia. Asian Journal of Applied Business and Management (AJABM), 4(2), 555–574. https://doi.org/10.55927/ajabm.v4i2.230
Hartanto, P., & Laij, F. (2024). Model E-WoM dan Perceived Value Dalam Meningkatkan E-Repurchase Intention Dengan Mediasi E-Trust. Jurnal Manajerial, 11(02), 334–355. https://doi.org/10.30587/jurnalmanajerial.v11i02.7549
Huda, N., & Sara, F. (2026). Parasocial Relationship dalam Digital Marketing: Peran Kedekatan Emosional Influencer Terhadap Keputusan Pembelian Generasi Z. Tashfir Terateks: Jurnal Ekonomi & Bisnis Syariah, 2(1), 87–98.
Islami, N. A. (2026). Interaksi Parasosial Dan Strategi Komunikasi Food Influencer: Studi Kasus Akun Instagram @Abang.Lapar Dalam Membangun Kepercayaan Dan Keterhubungan Gen Z. Anterior Jurnal, 25(1), 135–139. https://doi.org/10.33084/anterior.v25i1.11612
Jaya, D. Y., Herwinsyah, & Fatwanto, A. (2023). Analisis Pengaruh Harga Jual dan Social Proof dalam Menentukan Keputusan Pembelian Barang Pada Website E-Commerce. Jurnal Eksplora Informatika, 1(1), 129–140. https://doi.org/10.30864/eksplora.v12i2.1041
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson.
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Computers in Human Behavior Reports Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12. https://doi.org/10.1016/j.chbr.2023.100337
Mia, N., & Maulana, R. (2023). Pengaruh Program Diskon dan Social Proof Terhadap Keputusan Pembelian Produk Skincare di Shopee (Studi Kasus Konsumen di Kota Sukabumi). Reugreug: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, Dan Manajemen, 20(20), 47–60.
Mranani, N. A., & Lastianti, S. D. (2022). Hubungan Kelompok Acuan, Perceived Value, Perceived Quality dan Media Sosial Terhadap Niat Pembelian Serta Dampaknya Pada Keputusan Pembelian Sepeda Pushbike (Studi Pada Komunitas Pushbike Surabaya). Jurnal Media Mahardhika, 20(2).
Mubarak, N., Kusumawati, A., & Raharjo, K. (2021). Menggali peran digital fitness influencer terhadap parasocial interaction dan fan citizenship behaviour. Jurnal Studi Komunikasi, 5(3), 764–790. https://doi.org/10.25139/jsk.v5i3.3633
Mulyono, H., Hartanti, R., & Rolando, B. (2024). Suara Konsumen di Era Digital: Bagaimana Review Online Membentuk Perilaku Konsumen Sigital. JUMDER: Jurnal Bisnis Digital Dan Ekonomi Kreatif, 1(1), 1–20. https://doi.org/10.1234/jumder.v1i1.10
Munawwaroh, Z., Fauzi, R. M., & Syarrafah, M. (2025). Relasi Parasosial sebagai Strategi Komunikasi Pemasaran dalam Live Commerce TikTok di Indonesia. MUKASI: Jurnal Ilmu Komunikasi, 4(2), 304–314. https://doi.org/10.54259/mukasi.v4i2.4363
Nikmah, N., & Zaidah, N. (2022). Pentingnya Social Proof dalam Digital Marketing (Studi Pada Marketplace Shopee). Jurnal DIALOGIKA: Manajemen Dan Administrasi, 4(1), 26–32. https://doi.org/10.31949/dialogika.v4i1.7823
Nurdin, N., Musmahendra, Rumissing, D., Riyadi, S., Sari, N. K., & Haritza, D. (2025 The Influence of Social Proof on Consumer Purchase Decisions After the Merger of TikTok Shop and Tokopedia in Makassar City. Jurnal Ekonomi Ichsan Sidenreng Rappang, 4(1), 270–280. https://doi.org/10.61912/jeinsa.v4i1.175
Purnamasari, N., & Marianingsih, I. (2026). Peran Social Proof, Kepercayaan Konsumen Muslim, Dan Halal Awareness dalam Pembelian Produk Non-Makanan Di E-Commerce. Ekosiana Jurnal Ekonomi Syari Ah, 13(1), 85–101. https://doi.org/10.47077/ekosiana.v13i1.656
Rahmadani, A. S., & Hidayat, M. N. (2025). Analisis Publik Tentang Brand Rucas Sebagai Fashion Lokal Limited Edition. Professional: Jurnal Komunikasi Dan Administrasi Publik, 12(1), 409 -. https://doi.org/10.37676/professional.v12i1.8527
Salsabila, I., & Zulfiningrum, R. (2025). Source of Credibility pada Konten Produk Beauty Influencer. Jurnal Komunikasi Universitas Garut: Hasil Pemikiran Dan Penelitian, 11(1), 209–229. https://doi.org/10.52434/jk.v11i1.41508
Sjukun, Supardin, L., & Taufik, Y. (2022). The Effect of Price and Promotion on Purchase Decision at Bakpia Kurnia Sari. PENANOMICS: International Journal of Economics, 1(2), 223–230. https://doi.org/10.56107/penanomics.v1i2.31
Son, J., & Yoon, H. J. (2024). Revisiting a Popular Retailing Strategy in a New Retail Context: The Backfiring Effects of Creating a Perception of Scarcity. Journal of Distribution Science, 22(12), 59-69.
Toji, E. M., & Sukati, I. (2024). Pengaruh Online Customer Review, Brand Image, Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Skintific Di Tiktok Shop. Economics and Digital Business Review, 5(2), 675–688. https://doi.org/10.37531/ecotal.v5i2.1233
Udayana, I., Rinofah, R., & Fahrurrozi, K. (2022). Pengaruh Perceived Characteristic of Online Shopping Terhadap Intention to Purchase pada Aplikasi Shopee. Manajerial, 21(1), 59–70. https://doi.org/10.17509/manajerial.v21i1.46158
Unsiya, S., & Widjaja, B. T. (2026). Strategi Pemasaran Nutritional Heritage: Transformasi UMKM ‘‘Salmontok” Berbasis Ekonomi Sirkular Menuju Pasar Premium. Jurnal Sosial Teknologi, 6(2), 626–649. https://doi.org/10.59188/jurnalsostech.v6i2.32711
Wang, J., & Shahzad, F. (2024). Deciphering Social Commerce: A Quantitative Meta-Analysis Measuring the Social, Technological, and Motivational Dimensions of Consumer Purchase Intentions. SAGE Open, 1–22. https://doi.org/10.1177/21582440241257591
Wang, Q., & Musa, R. B. (2024). The Impact of E-commerce Live Streaming on Consumer Purchasing Behavior in the Influencer Economy. Frontiers in Business, Economics and Management, 16(3), 102-105. https://doi.org/10.54097/nadkz803
Wardah, Q. I., & Uyun, Z. (2025). Hubungan Parasocial Relationship dan Kontrol Diri dengan Minat Beli Layanan Ruangguru pada Penikmat Clash of Champions. Jurnal Keilmuan Dan Keislaman, 423–441. https://doi.org/10.23917/jkk.v4i3.728
Winoto, H., Wahyoedi, S., & Susana, S. (2022). Peranan E-WOM dalam Memediasi Pengaruh Perceived Value dan Persepsi Harga terhadap Niat Beli Konsumen Tiktok di DKI Jakarta. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 407–422. https://doi.org/10.24912/jmieb.v6i2.21956
Witoelar, R. N., Hasyim, I., & Magdalena. (2024). Pengaruh Price Perception terhadap Repurchase Intention melalui Perceived Value di Gardenice Rink Bandung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 642-656. https://doi.org/10.31955/mea.v8i2.3995
Yanti, E. D., Nurlenawati, N., & Triadinda, D. (2025). Pengaruh Scarcity Terhadap Impulse Buying pada Produk Fashion Dalam Live Streaming Tiktok melalui Arousal Sebagai Variabel Intervening. Jurnal Lentera Bisnis, 14(2), 1492–1508. https://doi.org/10.34127/jrlab.v14i2.1500
Yeo, V. C. S., Goh, S.-K., & Rezaei, S. (2020). Consumer Experiences, Attitude and Behavioral Intention Toward Online Food Delivery (OFD) Services. Journal of Retailing and Consumer Services, 35, 150–162. https://doi.org/10.1016/j.jretconser.2016.12.013
Zalfa, V., Sondari, M. C., & Ihsan, M. C. (2025). Pengaruh Kelangkaan (Scarcity) Terhadap Pembelian Impulsif (Impulse Buying) dengan Rasa Takut Kehilangan (FOMO) Sebagai Mediasi: Studi Pada Pembelian Produk Labubu Blind Box. Journal of Social and Economics Research, 7(1), 1573-1587. https://doi.org/10.54783/jser.v7i1.950
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Lean Sahda Hafiza, Ratna Listiana Dewanti
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
