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VOL. 8, ISSUE 1 (2026)
The influence of digital advertising, social media, and testimonials on consumer purchase interest on the Bukalapak e-commerce platform
Authors
Jennifer, Melinda Siregar, Adika Fajar Putra
Abstract
The development of digital technology has significantly changed marketing activities and consumer behavior, particularly in e-commerce transactions. Digital marketing strategies such as digital advertising, social media, and customer testimonials play an important role in influencing consumer purchase intention. This study aims to analyze the influence of digital advertising, social media, and testimonials on consumer purchase intention on the Bukalapak e-commerce platform. The research uses a quantitative approach with a causal research design. The population consists of students of the Faculty of Economics at Universitas Prima Indonesia who have used the Bukalapak platform. The sample size was determined using the Lemeshow formula, resulting in 96 respondents selected through accidental sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results show that digital advertising, social media, and testimonials have a significant partial effect on purchase intention. Simultaneously, these three variables also significantly influence purchase intention. The coefficient of determination shows that they explain 46.8% of the variation in purchase intention. These findings highlight the importance of effective digital marketing strategies to enhance consumer interest in e-commerce platforms.
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Pages:214-223
How to cite this article:
Jennifer, Melinda Siregar, Adika Fajar Putra "The influence of digital advertising, social media, and testimonials on consumer purchase interest on the Bukalapak e-commerce platform". International Journal of Social Science and Humanities, Vol 8, Issue 1, 2026, Pages 214-223
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