The study aims to analyze the factors of Let`s Eat Pare Facebook Community Group in shaping and influencing members` purchase intention within the community. The statistical sample included 100 participants through sampling within its members. Data analysis was carried out using Cronbach`s Alpha. The results of the study highlighted the variables affecting the purchase intention, particularly awareness, discount, electronic word of mouth, intention, and perceived benefit, which explain purchase decision intention. The results presented in this study illustrated that consumers’ attitudes, discounts, electronic word of mouth, purchasing products, and subjective norms have a significant and positive effect on purchase intention value. Consumers` subjective expectations influence other people`s recommendations, and the influence of discounts will have a significant effect and positive impact on the intention to purchase in the Facebook group. Moreover, purchase intention fully affects perceived behavioral control and behavior, indicating that ease of use, convenience, and positive experience will affect consumers’ purchase decisions.
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