Factors Influencing Purchase Intention on Cake Product: Facebook Commerce Perspective

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This research examines the variables affecting consumers’ intention to purchase cakes through the Facebook commerce platform. The study aims to identify factors that influence online consumer behavior in the cake market, focusing on Facebook as a primary e-commerce platform. By analyzing these factors, the research seeks to provide insights into the role of social media in shaping consumer purchasing decisions. Data were collected from 331 respondents through an online survey, providing a diverse and representative sample. The data were analyzed using descriptive analysis to identify trends, factor analysis to uncover underlying dimensions of the variables, and coefficient correlation to assess relationships between these factors and purchase intentions. This methodological approach ensures a comprehensive analysis of consumer behavior in Facebook commerce. The study indicates that performance expectancy, price value, habit, and trust positively influence consumers’ online purchase intentions. These factors enhance consumers’ confidence and willingness to buy cakes through Facebook. However, effort expectancy, facilitating conditions, social influence, and hedonic motivation do not significantly affect purchase intentions in this context, suggesting these factors may be less relevant for cake products on Facebook commerce platforms. These findings contribute to the body of knowledge on consumer behavior in social commerce, especially in Facebook-based e-commerce. They offer valuable theoretical insights into the factors influencing purchasing decisions and provide practical implications for marketers looking to optimize their online presence. By focusing on performance expectancy, price value, habit, and trust, businesses can tailor strategies to meet consumer expectations and increase purchase intentions. This study is one of the few that examines factors influencing consumer purchase intentions towards cake products through Facebook commerce. Its findings contribute to both practical and theoretical knowledge, providing unique insights into social media, consumer behavior, and e-commerce in the cake industry.