Navigating Online Success: Innovation, Interaction, and Customer Engagement in E-commerce Performance
Aflit Nuryulia Praswati (a*), I Made Sukresna (b)

Universitas Diponegoro
Universitas Muhammadiyah Surakarta

Abstract

This research delves into the intricate relationship between online shop performance and key factors such as innovative interaction orientation, social media capabilities, and customer participation. The survey involved 100 internet store operators as participants, utilizing a questionnaire with Likert Scale measures for data collection. Employing a SEM model with partial least squares (PLS) methodology, the study reveals that innovative interaction orientation significantly influences social media capabilities. While social media capabilities positively impact online shop performance, they also play a crucial role in enhancing customer engagement. Surprisingly, customer engagement^s impact on online performance is statistically insignificant. Notably, social media^s effectiveness in influencing online shop success is highlighted through customer participation. This study underscores the pivotal roles of innovative interaction orientation, social media skills, customer engagement, and online store success.

Keywords: customer engagement, innovation interaction orientation, online shop performance, social media capabilities

Topic: Economics