SOCIAL COMMERCE AND PROMOTIONAL STRATEGIES IN MSMES: HOW ECONOMIC CONDITIONS SHAPE PURCHASE FREQUENCY

This study aims to analyze the influence of Social Commerce, Customer Service Quality, and Sales Promotion on Purchase Frequency with Economic Condition as a moderating variable. The background of this study is the stagnation experienced by Micro Small and Medium Enterprises (MSME/UMKM) in Ciamis Regency. This study employs a quantitative approach, distributing questionnaires to MSME owners and analyzing the data using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that Social Commerce, Customer Service Quality, and Sales Promotion have a positive and significant impact on Purchase Frequency. Additionally, Economic Condition was found to moderate the relationship between Sales Promotion and Purchase Frequency, however it did not moderate the relationship between Social Commerce or Customer Service Quality and Purchase Frequency. These findings confirm that digital marketing strategies, quality customer service, and effective promotions can increase customer purchase frequency, especially when tailored to current economic conditions. Furthermore, this study provides valuable insights for SMEs in optimizing their marketing strategies based on consumer behavior and external factors.