Social Media, E-Commerce, and the Online Purchase-Decision Process among Indonesian Generation Z University Students: An Exploratory Maqāṣid-Inspired Analysis

Jasri Jasri; Rafiqa Hastharita

doi:10.61255/jeemba.v4i5.1679

Authors

Jasri Universitas Muhammadiyah Makassar, Indonesia
Rafiqa Hastharita Universitas Negeri Makassar, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.1679

Keywords:

Social Media, E-Commerce, Online Purchase-Decision Process, Maqāṣid-Inspired Ethical Consumption, S-O-R

Abstract

Purpose – Guided by the Stimulus-Organism-Response (S-O-R) framework, this study examines how social-media and e-commerce shopping functions relate to the online purchase-decision process among Indonesian Generation Z university students. It also explores a maqāṣid-inspired ethical consumption index (MECI) as a predictor and potential moderator.

Design/methodology/approach – The study re-analyzed an archived item-level dataset, retaining the first 288 chronological responses and removing six duplicates, resulting in N = 282. Measurement diagnostics included KMO, Bartlett’s test, parallel analysis, exploratory factor analysis, reliability, HTMT, and Harman’s single-factor test. Hierarchical regression used mean-centered predictors and HC3 robust inference.

Findings/Results – Parallel analysis supported one-factor structures for Social Media, E-Commerce, and the purchase-decision process, while MECI showed two factors. Social Media was positively associated with the purchase-decision process (B = 0.390, p = 0.004), whereas E-Commerce was marginal (B = 0.183, p = 0.058). Adding MECI increased R² from 0.298 to 0.475 (ΔR² = 0.177, p < 0.001), with a positive association (B = 0.461, p < 0.001). However, interaction effects were negligible and nonsignificant (ΔR² = 0.0002, p = 0.950), indicating no moderation by MECI.

Originality/Value – This study contributes by using empirically diagnosed composites and an exploratory ethical index rather than assuming unvalidated latent constructs. It integrates digital-channel effects and maqāṣid-inspired ethics within an S-O-R framework while treating ethical moderation as an empirical rather than predetermined theoretical role.

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