Analyzing the Influence of Social Media Engagement, Perceived Quality, and Trust on Online Purchasing Intentions Among Millennials in the Western Province of Sri Lanka

Abstract

This study looks at how Millennials in Sri Lanka's Western Province intend to make online purchases and the effects that social media involvement, perceived product quality, and trust have on those intentions. The study uses quantitative methods to evaluate correlations and determine predictive links between these characteristics using a sample of 225 participants. Regression analysis and other descriptive and inferential statistics show that social media involvement is the most important predictor of purchase intentions, followed by perceived product quality and trust. The findings show that these elements have a significant direct impact on customers' online buying behavior, emphasizing the crucial role that social media plays in the decision-making process. the research offers insightful information For digital marketers looking to increase online customer engagement and conversion rates especially among developing Millennials market, With implications for customized marketing efforts, this study adds to the body of knowledge by providing a regionally unique understanding of the dynamics of online purchasing.