PENGARUH MEDIA SOSIAL TERHADAP PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN DI ERA DIGITAL

Abstract

The rapid development of information technology and the internet has made social media an essential part of modern society. Social media not only functions as a communication platform but also serves as a marketing tool that influences consumer behavior in the purchasing decision process. This study aims to analyze the influence of social media on consumer behavior in purchasing decisions in the digital era. The research employed a library research method with a qualitative approach. Data were collected from various literature sources, including scientific journals, books, articles, and previous studies related to the research topic. Data analysis was conducted using descriptive qualitative techniques through the processes of collecting, reviewing, and interpreting relevant references. The findings indicate that social media has a significant influence on consumer behavior, particularly in the stages of information searching, alternative evaluation, and purchasing decisions. Furthermore, the presence of influencers, electronic word of mouth (e-WOM), customer reviews, and digital marketing content has been proven to shape perceptions, increase trust, and encourage consumer purchase intentions. Social media also plays an important role in enhancing brand awareness and strengthening relationships between companies and consumers. Therefore, social media has become a crucial factor influencing consumer purchasing decisions in the digital era and can be utilized as an effective marketing strategy by businesses.