Analisis Pengaruh Social Media Shop terhadap Keputusan Pembelian Konsumen Digital
Keywords:
: e-commerce; social media; social commerce; keputusan pembelian; bisnis digitalAbstract
This article discusses the development of social media shops as an innovation in e-commerce that utilizes social media platforms for online buying and selling activities. The main problem of this study is examining the effect of social media shops on consumers’ online purchasing decisions in the digital business era. This study uses a quantitative research method with a survey approach involving active social media users who have made transactions through social commerce features. Data were collected through online questionnaires and analyzed using descriptive analysis and simple linear regression. The results show that social media shops have a significant influence on purchasing decisions, particularly through transaction convenience, trust, and seller–buyer interaction. These findings indicate that optimizing social media shop features can improve digital business performance. This study is expected to contribute to business practitioners in developing social media-based digital marketing strategi
References
Andhiyani R. P., & Susanti, A. (2022). Pengaruh e-commerce, sosial media, dan kepercayaan konsumen terhadap minat beli pada aplikasi belanja Shopee. JRMSI – Jurnal Riset Manajemen Sains Indonesia, 13(1).
Handayani, E. H., & Rasidi, M. (n.d.). Digital marketing strategy on online purchase decision on TikTok online shopping platform. Golden Ratio of Social Science and Education. https://doi.org/10.52970/grsse.v4i2.1303
Swadaya, E. F., Fitri, A., & Hernidatiatin, L. (n.d.). The influence of social commerce and influencers on purchase intention at TikTok Shop in Cirebon City. Jurnal Manajemen. https://doi.org/10.32832/jm-uika.v16i2.19409
Putri, L. C., & Vania, A. (n.d.). Keputusan pembelian produk fashion di TikTok Shop: Peran gaya hidup dan diskon harga. Jurnal Bisnis dan Komunikasi Digital. https://doi.org/10.47134/jbkd.v2i1.3383
Rachmania, R. (n.d.). Pengaruh perceived social media marketing Instagram Shopee Indonesia terhadap niat beli pada e-commerce. Syntax Literate: Jurnal Ilmiah Indonesia. https://doi.org/10.36418/syntax-literate.v6i6.1417
Nursetyo, D. F. (n.d.). Pengaruh karakteristik social media dalam meningkatkan efisiensi digital marketing pada perusahaan e-commerce di Indonesia (Studi kasus eCommerce Shopee). Jurnal Studi Administrasi Bisnis.
Umarni, Y., Aziz, M. A., & Alhidayatullah. (n.d.). Analysis of the influence of social commerce TikTok Shop on purchase intention. International Journal of Social Science, Education, Communication and Economics. https://doi.org/10.54443/sj.v3i5.435
Sari, S. N., Anandari, F., & Zefriyenni, Z. (n.d.). Consumer behavior in the era of TikTok Shop and Instagram commerce: A meta-review of determinants of impulse buying. Jurnal Multidisiplin Sahombu.
Brynjolfsson, E., & Kahin, B. (2000). Understanding the digital economy: Data, tools, and research. MIT Press.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 69–103.
Shapiro, C., & Varian, H. R. (1999). Information rules: A strategic guide to the network economy. Harvard Business School Press.
Straub, D. W., Loch, K. D., Evaristo, R., & Karahanna, E. (2002). Toward a theory-based measurement of technology acceptance. Journal of Management Information Systems, 19(2), 145–172.
