The impact of cultural values, security perceptions, and influencer interactions on social commerce adoption in Indonesia

https://doi.org/10.35912/gabs.v1i2.3577
Published: Oct 17, 2025

Abstract:

Purpose: This study aims to analyze the influence of local cultural values, perceived security and privacy, consumer–influencer interactions, the use of social commerce, and marketing strategies through social media on social commerce adoption in Indonesia. The transformation from e-commerce to social commerce has reshaped consumer behavior, emphasizing trust, engagement, and cultural adaptation on digital platforms.

Methods: A quantitative approach was applied using an online questionnaire distributed to 300 respondents in Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships among cultural, behavioral, and technological factors influencing social commerce adoption.

Results: The findings confirm that All five hypotheses were accepted. Local cultural values, perceived security and privacy, influencer interaction, social commerce usage, and social media marketing strategies significantly affect adoption and usage. Perceived security and privacy enhance consumer trust, influencer interaction fosters engagement, and social media marketing increases purchase intention.

Conclusion: This study concludes that cultural adaptation, trust-building, and interactive marketing are key to strengthening consumer engagement and adopting social commerce in Indonesia.

Limitation: This study is limited to a cross-sectional dataset of Indonesian respondents and does not capture longitudinal changes or regional variations in consumer behavior.

Contribution: This study enriches the understanding of digital consumer culture by integrating sociocultural and technological perspectives, offering practical insights for businesses to develop culturally adaptive and trust-oriented social commerce strategies.

Keywords:
1. E-commerce
2. Influencer Marketing
3. Local Culture
4. Security and Privacy
5. Social Commerce
Authors:
1 . Sabirin Sabirin
Universitas Palangka Raya, Indonesia
2 . Ela Elliyana
Universitas Palangka Raya, Indonesia
3 . Rosmiati Rosmiati
Universitas Palangka Raya, Indonesia
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How to Cite
Sabirin , S. ., Elliyana, E. ., & Rosmiati , R. . (2025). The impact of cultural values, security perceptions, and influencer interactions on social commerce adoption in Indonesia. Global Academy of Business Studies, 1(2), 147–155. https://doi.org/10.35912/gabs.v1i2.3577
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Issue & Section
Vol. 1 No. 2 (2024): October
Articles
References

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    Wibowo, A., Alawiyah, W., & Azriadi. (2024). The importance of personal data protection in Indonesia’s economic development. Cogent Social Sciences, 10(1), 2306751. doi:https://doi.org/10.1080/23311886.2024.2306751

    Yacob, S., Sulistiyo, U., Marzal, J., Siregar, A. P., & Mukminin, A. (2023). An Investigation of Entrepreneurial Orientation, Social Media Adoption and E-commerce on MSME Business Performance: An Empirical Study in Indonesia. Revista Galega de Economía, 32(3), 1-24. doi:https://doi.org/10.15304/rge.32.3.9001

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  2. Al-Sharafi, M. A., Arshah, R. A., Abo-Shanab, E., & Elayah, N. (2016). The effect of security and privacy perceptions on customers’ trust to accept internet banking services: An extension of TAM. Journal of Engineering and Applied Sciences, 11(3), 545-552.
  3. Amri, A. (2024). The Effect Of Working Capital Turnover, Company Size, Inventory Turnover, And Sales Growth Of Profit Growth (Empirical Study Of Property And Real Estate Sub-Sector Companies Listed On The Indonesia Stock Exchange Period 2018-2021). RELEVANSI: : Journal of Economics, Management and Business, 8(1), 50-64. doi:https://doi.org/10.61401/relevansi.v8i1.118
  4. Andni, R., & Hidayah, N. (2023). Penerapan Prinsip Pengelolaan Dana Desa dalam Mewujudkan Good Financial Goverment of Village. Jurnal Studi Pemerintahan dan Akuntabilitas, 2(2), 93-98. doi:https://doi.org/10.35912/jastaka.v2i2.1788
  5. Chairani, R., & Adi Pradana, M. R. (2022). Pengembangan Karir Dan Motivasi Kerja Serta Implikasinya terhadap Kinerja Pegawai (Studi Kasus pada Dinas Tenaga Kerja dan Transmigrasi Kabupaten Way Kanan). RELEVANSI: : Journal of Economics, Management and Business, 6(2), 105-117. doi:https://doi.org/10.61401/relevansi.v6i2.71
  6. Christanti, R., & Jatiputra, J. C. (2023). Adopsi E-commerce pada UMKM selama Masa Krisis: dengan Peran Mediator Kapabilitas Dinamis. Owner: Riset dan Jurnal Akuntansi, 7(2), 1669-1697. doi:https://doi.org/10.33395/owner.v7i2.1348
  7. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches: Sage publications.
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  9. Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS?SEM)
  10. Hallatu, F., Soselisa, P. S., & Sakir, A. R. (2024). Analisis Kualitas Pelayanan Publik pada Perusahaan Umum Daerah Air Minum Tirta Yapono Kota Ambon. Jurnal Studi Pemerintahan dan Akuntabilitas, 4(1), 43-54. doi:https://doi.org/10.35912/jastaka.v4i1.3815
  11. Hallikainen, H., & Laukkanen, T. (2018). National culture and consumer trust in e-commerce. International Journal of Information Management, 38(1), 97-106. doi:https://doi.org/10.1016/j.ijinfomgt.2017.07.002
  12. Hardana, A., Nasution, J., Damisa, A., Lestari, S., & Zein, A. S. (2023). Analisis Hubungan Pertumbuhan Ekonomi Dengan Kemiskinan dan Belanja Modal Pemerintah Daerah, Penyerapan Tenaga Kerja, dan Indeks Pembangunan Manusia. Jurnal Studi Pemerintahan dan Akuntabilitas, 3(1), 41-49. doi:https://doi.org/10.35912/jastaka.v3i1.2407
  13. Hendri, & Chairani, R. (2022). Pengaruh Disiplin Dan Lingkungan Kerja Terhadap Kinerja Karyawan Pada PT. Bank Lampung Kantor Cabang Pembantu Pringsewu. RELEVANSI: : Journal of Economics, Management and Business, 6(1), 47-57. doi:https://doi.org/10.61401/relevansi.v6i1.77
  14. Istiqomah, C. (2022). E-Commerce Boom and Consumer Culture amidst COVID-19 Pandemic: Delineating Indonesia’s Purchasing Pattern. Global Focus, 2(1), 59-68. doi:https://doi.org/10.21776/ub.jgf.2022.002.01.5
  15. Jan, J., Alshare, K. A., & Lane, P. L. (2024). Hofstede’s cultural dimensions in technology acceptance models: a meta-analysis. Universal access in the information society, 23(2), 717-741.
  16. Jenkins, H., & Deuze, M. (2008). Convergence Culture. 14(1), 5-12. doi:https://doi.org/10.1177/1354856507084415
  17. Jong, V. L. V., Rifdiansyah, A. B., Pranoto, G. K., & Chandra, Y. U. (2023). Analysis and Evaluation of Purchase Intention Factors in Social Commerce in Indonesia. Paper presented at the 2023 10th International Conference on Information Technology, Computer, and Electrical Engineering (ICITACEE).
  18. Laoebela, B. A., Bunga, G. A., Mayasari, N., & Sagena, U. (2023). Impact of Internet Culture on Indonesian Values and Moral Decision Making. Journal of Digital Law and Policy, 2(2), 53-62. doi:https://doi.org/10.58982/jdlp.v2i2.310
  19. Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(1), 1-12.
  20. Nusantara, M. D., & Pardede, R. (2023). Influence social media marketing, content marketing and event marketing towards purchase intention mediated by customer engagement. Journal of Indonesia Social Science, 4(2023). doi:https://doi.org/10.59141/jiss.v4i11.925
  21. Parahyta, D. T., & Sobari, N. (2022). Effect of relational bonds on consumer engagement via affective commitment on e-commerce live stream shopping in Indonesia. Paper presented at the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021).
  22. Pasteruk, I. (2020). Community development in Indonesia: Contemporary aspects of culture. Paper presented at the International Conference on Community Development (ICCD 2020).
  23. Patma, T. S., Wardana, L. W., Wibowo, A., Narmaditya, B. S., & Akbarina, F. (2021). The impact of social media marketing for Indonesian SMEs sustainability: Lesson from Covid-19 pandemic. Cogent Business & Management, 8(1), 1-16. doi:https://doi.org/10.1080/23311975.2021.1953679
  24. Purwandari, B., Otmen, B., & Kumaralalita, L. (2019). Adoption factors of e-marketplace and instagram for micro, small, and medium enterprises (MSMEs) in Indonesia. Paper presented at the Proceedings of the 2019 2nd international conference on data science and information technology.
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  26. Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach: John Wiley & Sons.
  27. Usman, B., Rianto, H., & Aujirapongpan, S. (2025). Digital payment adoption: A revisit on the theory of planned behavior among the young generation. International Journal of Information Management Data Insights, 5(1), 100319. doi:https://doi.org/10.1016/j.jjimei.2025.100319
  28. Wibowo, A., Alawiyah, W., & Azriadi. (2024). The importance of personal data protection in Indonesia’s economic development. Cogent Social Sciences, 10(1), 2306751. doi:https://doi.org/10.1080/23311886.2024.2306751
  29. Yacob, S., Sulistiyo, U., Marzal, J., Siregar, A. P., & Mukminin, A. (2023). An Investigation of Entrepreneurial Orientation, Social Media Adoption and E-commerce on MSME Business Performance: An Empirical Study in Indonesia. Revista Galega de Economía, 32(3), 1-24. doi:https://doi.org/10.15304/rge.32.3.9001
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