Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 https://doi.
org/10.
24198/jmk.
Digital customer experience and social media marketing on purchase intention Yusmedi Nurfaizal1.
Luqyana Nida Hafshah2.
Fairuzavina Kafka Nafisa3.
Agapito Barros4 Faculty of Business and Social Sciences.
Universitas Amikom Purwokerto.
Purwokerto.
Indonesia Faculty of Social and Political Sciences.
Universitas Jenderal Soedirman.
Purwokerto.
Indonesia Faculty of Economics.
Universidade da Paz (UNPAZ).
Dili.
Timor Leste ABSTRACT Background: The development of digital technology changed consumer interaction patterns among students as the generation who uses online platforms to buy branded products.
They use online media to get information as well as to do buying transactions.
In the digital marketing, intensity of interactions in the digital form increases and gives impacts to online experiences.
communication on social media regarding purchase intentions becomes more important.
Purpose:
We examined some influences of digital customer experiences and social media marketing on formation of buying intentions.
We also looked at the role of perceiving value as one mediate variable and trust as moderate variable.
Methods: We used quantitative survey with 200 undergraduate students from three universities in Purwokerto.
Indonesia: Universitas Jenderal Soedirman.
Universitas Muhammadiyah Purwokerto, and Universitas Amikom Purwokerto.
Use purposive sampling technique, with citeria must be active social media users and having experiences related to online shopping.
To perform data analysis, we used Partial Least Squaes Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 to generate measure and structure models.
Results: Digital customer experience and social media marketing significantly rise perceived value and directly strengthen student intention to purchase.
Perceived value was a key factor effecting on digital interactions on decision to buy.
Trust showed strong relationships between perceived value as well as purchase intentions, indicating that higher levels of trust in digital platforms can grow consumersAo intent of making a buying.
Conclusion: In order to increase perceived value and trust among young consumers, some businesses need to create interestingly and interactively digital experiences and to make credible communication on social media.
Implications: As digital marketing literature grows, we offer real implications for organizations especially students in online Keywords: Digital customer experience.
social media marketing.
perceived value.
To cite this article (APA Styl.
Nurfaizal.
Hafshah.
Nafisa.
, & Barros.
Digital customer experience and social media marketing on purchase intention.
Jurnal Manajemen Komunikasi, 10.
, 148Ae166.
https://doi.
org/10.
24198/jmk.
Correspondence: Dr.
Yusmedi Nurfaizal.
Universitas Amikom Purwokerto.
Jl.
Letjend Pol.
Sumarto.
Watumas.
Purwanegara.
Purwokerto Utara.
Kabupaten Banyumas.
Jawa Tengah 53127.
Indonesia.
Email:
faizal@amikompurwokerto.
Submitted: 29 September 2025.
Revised: 22 April 2026.
Accepted: 23 April 2026.
Published: 30 April 2026 ISSN: 2548-3242 .
ISSN: 2549-0079 .
Website: http://jurnal.
id/manajemen-komunikasi Copyright A 2026 Author.
This is an open access article under the CC BY-NC-SA license Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166
INTRODUCTION
interactive campaigns, can create interactive Customer experience is now a key factor that impacts consumer behaviour in the digital economy.
Interactions in digital environments has an important role in shaping quality, convenience, as well as trust, ultimately impacting purchase intentions (Tilahun et al.
As part of the digital user generation, expectations for online platforms, particularly in terms of performance, interactivity, and Previous research also shows that young consumers usually choose digital platforms that can give both practical and enjoyable experiences (Chang & Chang, 2023.
Keane et al.
, 2.
This phenomenon can be seen from the growth of digitalization and online platforms usage among students in Indonesia.
Social
(SMM)
an important platform for companies to communicate and engage with consumers, especially in reaching and influencing young Several recent studies show that over 90% of Generation Z users make purchasing decisions through social media such as Instagram and TikTok (Hanaysha & Alhyasat.
Izzah et al.
, 2024.
Nguyen et al.
, 2.
Various SMM strategies, such as segmented advertising, influencer collaborations, and experiences for consumers, which in turn shape attitudes and influence purchasing behaviour.
In this context.
SMM complements digital customer experience in influencing purchase decisions among students.
Digital experiences and social media (SMM) influencing the decision of consumer to purchase through the formation of perceived The finding is from previous studies stated that effective SMM strategies can increase perceived value, rising engagement, customer loyalty, as well as purchase intention (Nguyen Thi Ha et al.
, 2.
Bushara et al.
also said perceived value could be as a mediate variable between marketing in social media and buying intention, like in in the hospitality However,a previous research has shown For example.
Cheung et al.
, which found interacting with brands of social media does not always increase perceived value, especially when consumers doubt the brandAos credibility.
Conversely.
Chatterjee et al.
examined that in online retail excessive exposure to information can actually increase consumersAo perceived value.
These inconsistencies highlight the need to reexamine the mediating role of perceived value, particularly among student market.
Trust can be an important factor in guiding Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 and shaping consumer preferences in digital gap raises the question of whether findings from metropolitan contexts are applicable to smaller Previous trust can strengthen relationships between digital communication and buying intentions Various variables such as digital customer experience and social media marketing can doubts (Kothari et al.
, 2.
Furthermore, be studied in an integrated manner within Jabeen et al.
stated that trust can reduce a single conceptual framework to predict perceived risk when transacting through online purchase intention, incorporating perceived value as mediate variable and trust as moderate However, the influence of trust is not Several studies have shown a always consistent and depends on the specific significant relationship between these variables Several studies indicate that trust is not (Bushara et al.
, 2023.
Kothari et al.
, 2025.
determinant of purchasing behaviour.
Shareef et Nguyen et al.
, 2.
Several other studies .
, for example, found that reviews from have found inconsistent results, with the fellow users and user-generated content have a relationships between these variables either greater influence.
Meanwhile.
Papadopoulou being insignificant or showing varying degrees et al.
showed that brand factors can be of variation (Chatterjee et al.
, 2024.
Cheung et more dominant in shaping perceived value.
, 2020.
Papadopoulou et al.
, 2023.
Shareef et Therefore, the moderating role of trust remains , 2.
This inconsistency creates a lack of inconclusive and requires further investigation.
theoretical clarity and highlights the need for cities with different characteristics.
Despite extensive research, it remains unclear how these factors influence student further empirical investigation.
This study aims to examine the effects of digital customer experience and social media In Indonesia, more than 60% of internet marketing on student purchase intention at users aged 18Ae24 are known to shop online.
Universitas Jenderal Soedirman.
Universitas and this phenomenon has been extensively Muhammadiyah Purwokerto, and Universitas studied in large cities such as Jakarta.
Bandung.
Amikom Purwokerto.
In this framework.
Medan, and Surabaya.
In contrast, mid-sized perceived value acts as a mediating variable, cities like Purwokerto with a significant student while trust functions as a moderating variable.
population and growing digital engagement This study offers a new perspective by testing have received limited academic attention.
This an integrated conceptual model in the context of Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 Source: Adapted from Prior Research, 2025 Figure 1 Proposed Conceptual Framework students in a mid-sized city in Indonesia.
Thus, as purchase intention.
Researchers can use this research is expected to enrich understanding statistical analysis to assess the mediating and of digital consumer behaviour and provide moderating effects of latent variables.
The practical insights for designing more effective research subjects were undergraduate students, digital marketing strategies targeting student while the research objects were digital customer experience, social media marketing, perceived Based on the theoretical arguments and value, trust, and purchase intention.
research gaps identified, the conceptual model Respondents in this study consisted of and proposed hypotheses of this study are undergraduate students from three universities presented in Figure 1.
in Purwokerto: Universitas Jenderal Soedirman.
RESEARCH METHOD Universitas Muhammadiyah Purwokerto, and Universitas Amikom Purwokerto.
This This research is quantitative analysis with group was selected because it is considered surveying method to analyze the correlation representative of the digital native generation, between digital customer experience, marketing actively using social media and e-commerce in social media, perceived value, trust, as well Using Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 undergraduate students aged 18Ae25 and using at clear, and had an adequate level of reliability.
Following this process, the main questionnaire was distributed to the study respondents.
least one social media platform to look for some In accordance with current methodological information about the products and make online recommendations, collecting and analysing process were conducted using SmartPLS version The sample size was determined based on 4 (Demir & Uak, 2025.
Kante & Michel, the standard guideline for Structural Equation Model evaluation measures included Modeling using SmartPLS.
In this model, loading factor, average variance extract (AVE), purchase intention received the largest number of compositing reliability.
Cronbach alpha, and structural paths.
therefore, the minimum sample discriminant validity (Kock, 2021.
Roemer et should be at least ten times that number.
Based , 2.
Path coefficient, t statistics, coefficient on these requirements, minimum respondents determination (RA), effecting sizes, and predictive We successfully collected 200 valid relevance were also analysed.
Mediating effects respondents through a questionnaire distributed were tested using a bootstrapping procedure using Google Forms, thus ensuring more (Myndez-Suyrez, 2.
, while moderating reliable results.
effects were analyzed using a product indicator The In addition.
HarmanAos single factor validated scales adapted from previous studies testing and full of collinear evaluation were and were aligned with the conceptual definitions carried on in accordance with KockAos .
of each variable.
The digital customer experience recommendations in order to determine whether indicator refers to Tilahun et al.
there was any common method bias.
social media marketing refers to Hanaysha and Alhyasat .
, trust from Kothari et al.
RESULTS AND DISCUSSION
, and purchase intention from Nguyen Table 1 displays the outer loading values fAUAU or et al.
The measurement of elements all indicators within each latent construct.
The uses a five-point Likert scala scores strongly Digital Customer Experience (DCE) indicators disagree and a score of 5 indicating strongly had very high loading values, starting 0.
Before distributed main questionnaire, a All exceed the recommendation pilot test was done with thirty respondents to of minimum threshold as much as 0.
ensure that each item was easy to understand, means the indicator optimally represent the Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166
Table 1 Outer Loadings Indicator DCE1
DCE2
DCE3
DCE4
DCE5
PI1
PI2
PI3
PI4
PI5
PV1
PV2
PV3
PV4
PV5
SMMC1
SMMC2
SMMC3
SMMC4
SMMC5
TR1
TR2
TR3
TR4
TR5
Trust x Perceived Value 955, which meets the threshold and indicates a strong contribution to the construct.
For the Loading Trust variable, the loading value is relatively lower than the other variables, with indicator TR1 having a value of 0.
695, which is still in the acceptable category, while the other indicators range from 0.
773 to 0.
Furthermore, the Trust y Perceived Value interaction variable shows a loading value of 1.
000, which is common in moderation analyses.
In general, findings indicate model of measurements have been suitable with the reliability and convergence validitation criteria, so that next analysis can proceed to the structural model evaluation stage.
Results from Table 2 show that many constructions (Hair et al.
, 2.
The Purchase Intention (PI) indicators also displayed strong loading value, starting 0.
934 until 0.
Cronbach (A.
valuesAUAU exceeding minimum threshold as much as as Source: Research Results, 2025 Meanwhile, in Perceived Value (PV) construct, all many indicators have loading of values AUmore 931, to indicate the construct is measured with a very good level of precision.
The table also displays many indicators from marketing of Social Media variable and there are loading values AUAU 928 and 70, reflecting good internality of consistency.
Furthermore, the Average Variance Extracted (AVE) value for each construction was also more than the threshold as much as 0.
this means that the indicators adequately represented the construct.
Among all variables, the Trust construct had the lowest AVE value.
However, this value is still within the acceptable range, especially for exploratory In general, the the findings show that the instruments used are adequate regarding the level of reliability and validity and they can be Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166
Table 2 Construct Reliability and Validity Construct
DCE
SMM
AVE
Source: Research Results, 2025
Tabel 3 Discriminant Validity DCE
SMM
SMM
TRyPV Source: Research Results, 2025 used for the next analysis on structural models.
, further demonstrating its position as an Discriminant validity in this study used independent construct in the model.
In addition.
HeterotraitAeMonotrait
Ratio
(HTMT)
the interaction variable (Trust y Perceived testing, like from Table 3.
The analysis results Valu.
also shows a low level of correlation with show that all HTMT values AUAU are minimum all constructs .
, which indicates that from the recommendation limit of 0.
85, with a there is no multicollinearity problem in this range of 0.
036 to 0.
The highest value was research model.
from the relation between Perceived Value and Statistically Purchase .
Intention (HTMT = 0.
relationships are shown in Figure 2 at the p but still no more the tolerance threshold of 0.
= 0.
01 level.
Digital Customer Experience thus discriminancy validity was met.
Digital has strongly positive influence on Perceived Customer Experience showed a moderate Value ( = 0.
p = 0.
and also directly relationship with Perceived Value .
and impacts Purchase .
Intention ( = Purchase Intention .
, indicating that p = 0.
Furthermore.
Perceived although the two constructions relate, so they Value significantly increases Purchase .
remain distinct.
On the other hand, the Trust Intention ( = 0.
p = 0.
, confirming its variable had a relatively low HTMT value importance as a key factor influencing studentsAo compared to the other constructs .
081Ae purchasing decisions.
Social Media Marketing Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 Source: Research Results, 2025 Figure 2 Structural Model also contributes significantly to the model, the primary mechanism mediating the indirect with a positive effect on Perceived Value ( = influence of Digital Customer Experience ( p = 0.
and a direct effect on Purchase = 0.
p = 0.
and marketing on Social Intention ( = 0.
p = 0.
The results Media ( = 0.
p = 0.
on Purchase demonstrate how effective social media in Intention.
Overall, these findings support shaping decisions done by consumers.
what we proposed in model of research and From moderation analysis, we can see that emphasize important roles in digital experience.
Trust strengthened the relationships Perceived social media marketing, and trust in influencing Value and Purchase .
Intention ( = college studentsAo purchase intentions in the p = 0.
It shows much more higher digital environment.
in consumersAo trust, so much more greater in Research findings indicate that Digital the impact of perceived value when they intend Customer Experience has positively and to make a purchase.
Meanwhile, the mediation significantly effected on Perceived Value.
analysis showed that Perceived Value acted as When students experience smooth, interactive.
Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 as well as trustworthy digital experience, they In general, these findings strengthen hypothesis tend to rate online purchasing activities as more H1 and indicate that digital customer experience In other words, a high-quality digital has such important thing in perceived value of experience can enhance studentsAo perceptions many students living in Purwokerto.
toward value of products and services.
Earlier The research also shows that social media research has emphasized the importance of marketing has positively and significantly digital touchpoints, which include ease of management of socialiation media activities platform responsiveness, to shaping consumersAo can improve how students assess the benefits perceptions of value (Tilahun et al.
, 2023.
of online purchases.
When brands present Customer experience is also increasingly interactive content, collaborate with influencers, recognized as a key factor in shaping perceived value, particularly when digital platforms messages, consumers tend to perceive higher provide convenience and build trust during the informational and emotional value from these service process (Myndez-Suyrez, 2021.
Sharma digital interactions (McKee et al.
, 2.
& Fatima, 2.
Furthermore, recent research Previous research also confirms that social shows that a positive digital experience can media marketing provides utilitarian value, enhance both utilitarian value .
unctional such as easy access to product and promotional .
, information, as well as hedonic value through ultimately driving consumer engagement with engaging and entertaining content (Chatterjee online products and services (Bilro & Loureiro, et al.
, 2024.
Nguyen et al.
, 2024.
Rodryguez- From a marketing communications Ardura et al.
, 2.
Furthermore, consumersAo perspective, digital experiences also strengthen perceived value is strongly because of the a companyAos value proposition by shaping credibilities as well as authenticities regarding perceptions of quality and fairness (Bilro & communications on social media, which then Loureiro, 2020.
Roy & Misra, 2.
Research shapes their assessment of the brand and its focusing on university students also reveals offerings (Kothari et al.
, 2025.
Shareef et al.
that the digital generation is highly responsive Students, whose sources of information to experiential aspects, where user-friendly and social influence come from social media, interfaces and reliable systems significantly are increasingly dependent on this marketing increase perceived value (Alruthaya et al.
, 2.
strategy to enhance their perceptions of Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
The Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 relevance, fairness, and overall value (Kothari perceptions of quality and security (Houcheimi et al.
, 2025.
Maring & Gmyr, 2025.
Perera & Mezei, 2024.
Pires et al.
, 2.
Several et al.
, 2.
Furthermore, the consistency recent empirical studies also confirm that and transparency of messaging across social digital interactions and customer experiences media platforms helps consumers evaluate have big impact on purchase intentions, the balance between price and benefits more especially in young consumers with high levels positively, further strengthening perceived of technological literacy (Amado-Mateus et value (Hariharan & Ruban, 2025.
Krowinska & , 2025.
Dang et al.
, 2025.
Luo et al.
, 2.
Dineva, 2025.
Sansome et al.
, 2.
In general.
Furthermore, positive as well as memorable results from this study make strong indication in support of hypothesis H2.
engagement, which in turn drives consumers Results explain why Digital Customer to make purchasing decisions (Mnajli & Experience is significantly affected by Purchase Khairi, 2025.
Qing, 2025.
Wang et al.
, 2.
Intention.
This finding confirms that smooth Regarding university students in Purwokerto, and engaging digital interactions play a it appears that student purchase intentions will central role in encouraging students to make be strengthened if digital platforms continue to When consumers have a positive provide better experiences.
Overall, the results digital experience, they tend to have higher offer strong evidence in support of hypothesis levels of trust, lower hesitation, and increased H3.
satisfaction, ultimately strengthening purchase Research Perceived intentions (Qing, 2025.
Tan et al.
, 2.
Value has positively and significantly affected Previous research also revealed that purchasing Purchase .
Intention, thus ensuring how decisions are not solely determined by product important the consumer in making decision.
features, but also by the overall digital experience When students perceive that the benefits gained consumers perceive, including aspects of from online purchases outweigh the costs or effort involved, their likelihood of making (Hardcastle et al.
, 2025.
Muthaffar et al.
, 2.
a purchase is higher.
Previous research also On online retail, elements such as user-friendly suggests that perceived value reflects the poise interfaces, reliable service systems, and secure between disadvantages and advantages received payment methods have been shown to directly by consumers.
This assessment significantly increase purchase intentions through increased determines their behavioral intentions (Blut et Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 , 2024.
Kowalczuk & Hof, 2.
In the digital (Alrwashdeh, 2.
Recent research also context, high levels of perceived value does not highlights that engagement and consistency in only drive purchase .
intentions, they content IG.
TikTok, and FB can build emotional increase customerization of satisfaction and connections with consumers, which then loyaltiness as well (Guo & Li, 2022.
Yum & influence their purchase decisions (Shareef et Kim, 2.
Recent studies have revealed that , 2.
Among active colleagues on social perceived value can be strengthened through the media, the impact about these marketing use of beneficial things, such as convenience as strategies is even greater due to peer influence well as efficiency, also hedonic beneficiary, such and interactions within online communities as the enjoyment of online shopping (Sharma & (Dwivedi et al.
, 2.
Furthermore, social Fatima, 2.
For students, digital platforms media campaignsAo ability to convey messages that provide reliable service, personalized directly and personally makes the content feel experiences, and competitive pricing tend more relevant and valuable to consumers, to increase perceived value and strengthen further increasing their purchase intention purchase intentions (Chowdhury, 2.
(Hanaysha & Alhyasat, 2.
Overall, these general, these findings strengthen hypothesis H4 findings support H5.
and indicate that increased perceived value is a The study gives results that Perceived key element in increasing consumer purchase Value significantly facilitates the relationship among other Digital Customer Experience Research also shows marketing in social and Purchase Intention.
This indicates that media takes big impact on buying intention.
digital experiences influencing on purchasing Social media platforms provide an interactive decisions occurs primarily through consumersAo space where targeted advertising, influencer assessments of the value they receive.
endorsements, and user generated content can other words, a positive digital experience can persuade consumer regarding behaviour and increase purchase intentions, first strengthening buying intentions (Alnaser et al.
, 2024.
Bushara consumersAo perceived value.
The finding is in et al.
, 2023.
Hanaysha & Alhyasat, 2025.
agreement with service dominant concept.
Khairunnisa & Juliadi, 2.
Previous theorists stating customer experiences were shaped explained marketing activities on social media through dealings and then translated into a increase branding awareness, credibility, and perceived value, which influences behavior trust, so that can strengthen purchase intention (Ciuchita et al.
, 2.
Previous research also Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 shows that a good digital experience can enhance marketing strategies and consumer behavioral both utilitarian and hedonic values, thereby responses, particularly in an online retail strengthening consumersAo propensity to purchase (Zhang et al.
, 2.
Furthermore, consumers (Umpusinga et al.
, 2.
Furthermore, features tend to perceive higher value when brand such as ease of navigation, personalization, and communications on social media are delivered brightness systems on digital medias have risen consistently, authentically, and engagingly.
the perceived advantages of online services can increase their propensity to but the products and encourage consumers to make transactions (Shian et al.
, 2.
For younger consumer (Pappas, 2.
Other empirical evidence also groups such as students, marketing effectiveness explains that perceived value links customer is highly dependent on the experiences they experience to purchase outcomes, particularly gain through digital interactions.
Therefore, in the context of e-commerce and mobile-based perceive value can link social media exposure shopping (Rather & Hollebeek, 2.
Overall, toward actual purchasing behavior (Dwivedi these findings strengthen hypothesis H6 and et al.
, 2.
Overall, these results offer strong confirm that perceived value contributes to a backing for hypothesis H7.
necessary role in converting digital experiences Trust into actual purchase intentions among students.
perceived value and buying intention in Moreover, these findings indicate that This means that when students trust so Perceived Value is mediating Social Media high in a digital platform, the encouragement of Marketing and Purchase Intention.
It indicates perceived value on buying intention is bigger.
the influence of social media marketing Even if students already perceive a product as on buying intention is strongly influenced having good value, their purchase intention will by how consumers assess the benefits they increase even more if it is supported by trust derive from these activities.
Unlike interactive in the platform.
Result is similar with earlier content, collaborations with influencers, and study that places trust as important element on personalized promotions have been shown to online transactions, where value is reinforced increase both utilitarian and hedonic value, by belief in reliability and integrity of digital ultimately shaping consumer buying intention platform (An & Ngo, 2.
From the context (Bargoni et al.
, 2023.
Chaihanchanchai et al.
of digital commerce, trust also serves to reduce yunalm et al.
, 2.
Earlier research perceived risk, making it easier for consumers confirms that perceived value links digital to translate perceived benefits into higher Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 purchase intentions (Hanaysha et al.
, 2.
ultimately leads to higher purchase intention.
Recent study also confirms that trust enhances Furthermore, trust strengthens this relationship credibility regarding digital communications by increasing the credibility of perceived value, and strengthens perceived influence on purchase thus increasing studentsAo confidence in making decisions (Kakkar et al.
, 2.
Among purchasing decisions.
These findings confirm students, the role of trust becomes increasingly that perceived value is the primary mechanism important because they tend to rely on peer linking digital experiences and marketing group opinions and social validation when communications to online purchasing behavior.
evaluating online information (Alferjani et al.
For policymakers, these findings suggest Phan Tan, 2.
Furthermore, empirical the importance of developing interactive digital evidence suggests that the combination of platforms, improving content personalization, trust and perceived value can reduce bias and increase perceptions of fairness and security, on social media to enhance perceived value ultimately driving purchase intentions (Senali et and trust among student consumers.
Overall, , 2.
These results confirm hypothesis H8 these strategies are expected to improve the and demonstrate that trust is a key moderating effectiveness of digital communication while variable that strengthens the influence of supporting the development of a sustainable perceive value about studentsAo buying intentions digital commerce ecosystem.
in digital environment.
Author contributions: Conceptualization.
and F.
, and F.
formal analysis, investigation.
writing original draft preparation.
and L.
writing review and editing.
, and A.
project administration.
All authors have read and agreed to the published version of the manuscript.
CONCLUSION
The research examines the impact of digital customer experience and social media marketing on the purchase intention of college students in Purwokerto.
In the proposed model, perceived value acts as a mediating variable, while trust is tested as a moderating variable.
The results show that positive digital experiences and wellmanaged social media marketing strategies increase studentsAo perceived value, which Acknowledgment: The authors would like to thank all respondents who participated in this study and contributed valuable insights to the research Data availability statement: The data used in this study are not publicly available due to confidentiality considerations but are available from the corresponding author upon reasonable request.
AI declaration: The authors would like to clarify the use of Artificial Intelligence (AI) tools in the preparation of this manuscript.
AI-assisted tools were used only for language refinement, grammar checking, and improving the clarity of the manuscript.
All AI use complies with the journalAos policies and may be verified through Turnitin, with the AI detection score maintained below 20%.
Digital customer experience and social media marketing on purchase intention (Yusmedi Nurfaizal.
Luqyana Nida Hafshah.
Fairuzavina Kafka Nafisa.
Agapito Barro.
Jurnal Manajemen Komunikasi.
Volume 10.
No.
April 2026, page 148-166 The authors take full responsibility for the content of this manuscript, including the accuracy of the analysis, interpretation of results, and the ethical use of AI tools during the preparation and submission process.
Ethical clearance: This study was conducted in accordance with ethical research standards involving human participants.
Ethical approval was obtained from the research ethics committee of Universitas Amikom Purwokerto prior to the data collection process.
All participants were informed about the purpose of the study and their voluntary participation before completing the questionnaire.
Informed consent was obtained from all respondents, and their responses were collected The confidentiality of all participants and the privacy of the collected data were strictly maintained throughout the research process.
Data availability statement: The datasets generated and analyzed during the current study are not publicly available due to privacy and confidentiality considerations of the survey respondents.
However, the data supporting the findings of this study are available from the corresponding author upon reasonable request.
Conflicts of interest: The authors declare no conflict of Funding: This research received no external funding.
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