The Role of Electronic Word of Mouth in Mediating the Effects of Digital Touchpoints and E-Service Quality on Consumer Purchase Intention in the Alfagift Application

Digital transformation has changed consumer purchasing behavior on e-grocery platforms. The success of digital retailers depends not only on the availability of applications but also on their ability to deliver optimal digital experiences through digital touchpoints, electronic service quality, and online consumer communication. This study aims to analyze the effects of digital touchpoints and e-service quality on consumer purchase intention, with electronic word of mouth (E-WOM) as a mediating variable, among Alfagift users. A quantitative approach was employed using a survey of students at the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, who actively use Alfagift. Respondents were selected through purposive sampling, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that digital touchpoints and e-service quality have positive and significant effects on purchase intention. Electronic word of mouth also positively affects purchase intention and mediates the relationships of digital touchpoints and e-service quality with purchase intention. These findings suggest that positive digital experiences and high electronic service quality encourage positive consumer communication, thereby increasing consumers’ propensity to purchase through Alfagift. The study provides implications for digital retail managers seeking to improve digital interaction quality, system reliability, and customer review management as part of their digital marketing strategies.