Digital Marketing Strategies: An Analysis of the Influence of Social Media on Consumer Purchase Decisions

Feby Yulia  Lestari; Muji  gunarto; Sulaiman Helmi

doi:10.55927/eajmr.v4i1.13391

Authors

Feby Yulia Lestari Bina Darma University
Muji gunarto Bina Darma University
Sulaiman Helmi Bina Darma University

DOI:

https://doi.org/10.55927/eajmr.v4i1.13391

Keywords:

Digital Marketing, Social Media, Purchase Decisions, Content, Interaction

Abstract

This study aims to analyze the influence of digital marketing strategies through social media on consumer purchase decisions. The research method used is a quantitative approach with survey techniques. Data was collected through an online questionnaire from 200 respondents who actively used social media. The results of the study show that content elements, interaction and consumer trust have a significant influence on purchase decisions. This finding provides important implications for the Company to maximize the use of social media as the main marketing platform.

References

Digital 2025 Report. (2025). Trends in Social Media Use in Indonesia.

Dr. Nikous, S. S., Dr. E. P., A. S., N. D. (2022). In the Digital Marketing Book.

Edie, M. (2023). Purchase decisions reviewed from the influence of brand image, price perception, and product quality (Case Study on the Blessing Building Shop in Lempur Danau Village).

Intan, P., D. (2022). Social media as a medium for shifting social interactions of adolescents. Sugiyono. (2020). Qualitative Research Methods. Bandung: Alfabeta.

Kotler, Philip, & Gary Armstrong. (2019). Marketing Principles.

Maria, M. (2022). The Influence of Social Media on Purchase Decisions at Nias Gunungsitoli T-Shirt Shops.

Ratnasari., Praise. (2020). The Effect of Customer Trust and Satisfaction on Consumer Loyalty (Study on Pet Care Foot Four, Kaliombo Village, Kediri City).

Reisya Fadhila Azmi Razzy. (2023). The Effect of Consumer Trust on Repurchase Interest in E-Commerce User Students in Greater Jakarta. S1 thesis, University of Education Indonesia.

Siti, M. M., & M. R. (2020). Corporate Social Media Content Management on Instagram A Shopping Center.

Solomon, M. R. (2019). Consumer Behavior: Buying, Having, and Being. Pearson.