Peran Media Sosial terhadap Keterkaitan Perubahan Perilaku Konsumen di E-commerce : A Systematic Literature Review (2019-2025)
Keywords:
Media Sosial, Consumer Behavior, E-CommerceAbstract
Masalah utama dampak dari media sosial yaitu terkait perubahan perilaku konsumen yang beralih untuk impulsive buying. Konsumen mudah tergiur oleh interaksi langsung melalui konten visual, ulasan pelanggan, dan kolaborasi dengan influencer, yang menciptakan pengalaman berbelanja yang lebih personal dan emosional. Dengan kemajuan teknologi informasi, media sosial seperti Instagram, TikTok, dan Facebook tidak hanya menjadi platform promosi, tetapi juga alat penting dalam membangun kesadaran merek dan kepercayaan konsumen. Media sosial telah mentransformasi perilaku konsumen di e-commerce melalui mekanisme impulsive buying dan social commerce. Studi ini melakukan Systematic Literature Review (SLR) terhadap 12 artikel terpilih dari Scopus dan Zotero (2019-2025) dengan kata kunci "purchase intention", "social media", dan "e-WOM". Tujuan penelitian ini adalah untuk menjawab pertanyaan tentang bagaimana dampak media sosial dalam merubah perilaku konsumen terkait akan keputusan pembelian produk online. Penelitian ini menerapkan metode Tinjauan Pustaka Sistematis. Penelitian ini menggunakan data kuantitatif. Temuan menunjukkan bahwa media sosial Instagram telah berkontribusi pada pengembangan pemasaran digital. Media sosial Instagram telah berperan sebagai media komunikasi pemasaran, meningkatkan kesadaran merek, mempengaruhi keterlibatan dan perilaku konsumen. Temuan menunjukkan bahwa media sosial mampu meningkatkan keputusan pembelian konsumen dengan menghasilkan perubahan perilaku konsumen.
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