Dampak Media Sosial Terhadap Keputusan Pembelian Konsumen di E-Commerce

Abstrak

The development of information technology has driven a transformation in marketing strategies, where social media such as Instagram, TikTok and Facebook have become the main channels in e-commerce. These platforms not only increase brand awareness, but also influence consumer trust and loyalty through testimonials, reviews, and influencer marketing. Although many studies have examined the relationship between social media and consumer behavior, there remains a gap in a holistic understanding of how social media elements collectively shape consumer purchasing decisions, especially in the ever-evolving digital context. To answer this, this study uses a literature study approach by reviewing various current scientific sources that discuss the role of social media in influencing consumer purchasing behavior on e-commerce platforms.