The Influence of Social Learning Factors on Customer Purchase Intention in Online Stores

This study examined the influence of social learning factors on consumers' purchase intentions in the online shopping context. A survey-based approach was employed, collecting data from 400 respondents in the JABODETABEK region of Indonesia. Structural Equation Modeling (SEM) was used to evaluate the relationships between the constructs. The results showed that learning from forums and communities had a significant positive influence on both affective appraisal (path coefficient = 0.370) and cognitive appraisal (path coefficient = 0.278). Similarly, learning from ratings and reviews positively impacted affective appraisal (0.276) and cognitive appraisal (0.255), while learning from social recommendations influenced affective appraisal (0.252) and cognitive appraisal (0.216). Importantly, affective appraisal was found to have a strong positive effect on purchase intentions (0.588), while cognitive appraisal also significantly influenced purchase intentions (0.313). These findings suggest that both emotional and rational factors play crucial roles in shaping online consumers' purchasing decisions. The insights from this study can help online businesses develop effective marketing strategies that leverage social learning to enhance customer engagement and boost sales.