The Influence of Social Media on Consumer Behavior and Marketing in Indonesia

Abstract

This article investigates the influence of social media on consumer behavior and marketing strategies in Indonesia using a qualitative approach. With the increasing use of social media, interactions between consumers and brands have intensified, which has a significant impact on purchasing decision making. Through in-depth interviews and content analysis from various social media platforms, this study found that consumers tend to seek information, reviews, and recommendations from other users before making a purchase. In addition, social media provides a space for companies to build more personal relationships with customers, increasing brand loyalty. This article also identifies the challenges faced by marketers in managing brand image in the digital era and provides recommendations for more effective marketing strategies.