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

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Prasetyo Harisandi

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Bambang Widjadjanta

    (Universitas Pendidikan 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.

Suggested Citation

  • Prasetyo Harisandi & Ratih Hurriyati & Bambang Widjadjanta, 2025. "The Impact of Socioeconomic Status and Cultural Influences on Purchasing Decisions Mediated by e-WOM," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 111-124, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_14
    DOI: 10.2991/978-94-6463-817-2_14
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