Analysis of the Influence of Social Mediaon Consumer Purchase Intention

Abstract

The era of globalization and digitalization has transformed how society interacts and
conducts business, with social media serving as a primary tool in marketing strategies. This study
aims to analyze the impact of social media on consumer purchase intention in Indonesia and
identify the factors contributing to the success and challenges faced by businesses in leveraging
digital platforms. Social media platforms such as TikTok, Instagram, and Facebook offer substantial
opportunities through interactive features and wide accessibility, but also face challenges such as
information overload and declining consumer trust in marketing content.
This research employs a descriptive qualitative approach to explore consumer perceptions
and the digital marketing strategies implemented by businesses. Data were collected through indepth interviews, non-participant observations, and literature reviews, and subsequently analyzed
using the interactive analysis model developed by Miles and Huberman. Triangulation techniques
were applied to ensure the validity and accuracy of the data obtained.
The findings reveal that social media plays a significant role in enhancing consumer
purchase intention through creative content, collaborations with influencers, and targeted paid
advertisements. However, the main challenges for businesses are maintaining consumer trust and
the effectiveness of marketing messages. This study is expected to provide new insights for
entrepreneurs in designing marketing strategies that are responsive to consumer needs in the
digital era.