The Impact of Online Social Capital in The Context of Social Commerce on Consumer Purchase Intention

Abstract

This study aims to examine the influence of online social capital on consumer purchasing interest in the
context of social commerce. The urgency of this study lies in the increasing number of active users on social media every
year, making this social commerce trend increasingly growing, because more and more business actors are offering their
products and services through social media. This study employs a quantitative approach, focusing on primary data from a
survey of Padang State Polytechnic students as the population. The data is processed using the Structural Equation Model
(SEM) to test the hypothesis with the SmartPLS 4.0 program. The results of the study indicate that online social capital
has a positive effect on consumer purchasing interest. Through these findings, it is hoped that it will contribute to
business actors who have used social commerce in their marketing strategies, so that they can take the right policies
through the online social capital they have from the experience gained from consumers, and it is recommended for
business actors who have not used social commerce to be able to use it along with the massive use of social media today.