Abstract:

During the pandemic, social networks have emerged as essential sales channels, particularly benefiting small and medium-sized enterprises. This research aims to examine the relationship between social media usage and customer purchase satisfaction in the medical equipment sector within an emerging economy, with the goal of identifying areas for improvement. A correlational, cross-sectional methodology was employed, utilizing a 19-item questionnaire to gather data on customer perceptions. The results revealed high levels of customer satisfaction, though areas for improvement in service quality were identified. A significant and strong correlation was found, with a coefficient of 0.826 and a p-value of 0.000, supporting the research hypothesis. Furthermore, the study highlights the rapid growth of digital commerce in the country, with a projected 200% increase in sales over the next three years. This study offers insights into how social media strategies can enhance customer satisfaction and explores a model to understand the factors driving repeat online purchases. In conclusion, the findings demonstrate a significant correlation between social media use and customer satisfaction in the medical equipment sector.