E-Commerce Strategies and Customer Experience as Drivers of Purchase Intention: A Case Study of Maju Bersama Supermarket, Medan City

Purpose of the study: This study investigates the influence of e-commerce implementation and customer experience on purchase intention at Maju Bersama Supermarket in Medan City, Indonesia. The research aims to determine the extent to which these variables, both individually and collectively, affect consumer purchase intentions in a hybrid retail environment Materials and methods: A quantitative research approach was employed using accidental sampling technique. The study population consisted of 1,252 registered members of Maju Bersama Supermarket, with a sample size of 93 respondents calculated using the Slovin formula with a 10% margin of error. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis with SPSS version 22. Validity and reliability tests were conducted, followed by classical assumption tests (normality, multicollinearity, and heteroscedasticity) before hypothesis testing. Results: The regression equation Y = 10.151 + 0.176X₁ + 0.395X₂ indicates that both e-commerce (X₁) and customer experience (X₂) positively influence purchase intention. Partial hypothesis testing revealed that e-commerce significantly affects purchase intention (t = 3.476 > t-table = 1.662, p = 0.001), as does customer experience (t = 4.432 > t-table = 1.662, p F-table = 3.098, p