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Title: Social media marketing role on online purchasing decisions in Indonesia

Authors: Lana Sularto; Nelli Kozlova

Addresses: Directorate of Business Entrepreneurship Diploma, Gunadarma University, Jakarta, Indonesia ' Graduate School of Service and Trade, Peter the Great St. Petersburg Polytechnic University, St. Petersburg, Russia

Abstract: This study explores how advertising programmes and social media marketing shape the way Indonesian consumers process ads and ultimately make online purchase decisions. We surveyed 579 internet users across 15 provinces in Indonesia, analysing their responses using structural equation modelling (SEM). The findings reveal that both advertising programmes and social media marketing play a direct role in influencing how people engage with ads and make buying choices online. Interestingly, while social media marketing does not directly push consumers to click 'buy', it does shape how they perceive and process ad content - which then nudges them toward a purchase. In other words, social media's real power lies in shaping consumer awareness and attitudes, which later translate into sales. These insights suggest that brands should focus not just on pushing promotions but also on crafting engaging, thought-provoking social media content that guides consumers toward confident purchasing decisions.

Keywords: advertising programmes; social media marketing; information processing; online purchasing decisions; Indonesia.

DOI: 10.1504/IJBIS.2025.149394

International Journal of Business Information Systems, 2025 Vol.50 No.7, pp.1 - 22

Received: 03 Jul 2025
Accepted: 14 Aug 2025
Published online: 28 Oct 2025 *