A Review of Analysing the Social Media's Effect on Consumer Behavior Regarding Purchase Intention

This research delves into the impact of social media on consumer decision-making and examines the mediating role of customer relationships in the influence of social media on purchasing behavior. Additionally, it develops a framework connecting social media, customer relationships, and purchasing behavior. The study involved an online survey of 227 Facebook users who actively follow any brand profile on the platform, focusing on Instagram users interacting with RTD tea companies' profiles. Conducted over three months from October to December 2018, the study utilized a quantitative methodology. The findings indicate that social media marketing positively affects brand value, with over 60% of respondents making purchases via social media, suggesting significant business opportunities. Regarding Instagram usage, 41.1% spent 2-4 hours daily, while 28.5% spent 30 minutes to 2 hours on the platform. The primary target audience for domestic beauty products is females aged 20-30, with a combined monthly income of less than IDR 2,000,000 and higher levels of education.

A Review of Analysing the Social Media's Effect on Consumer Behavior Regarding Purchase Intention Keywords:

social media , consumer-behavior , purchase intention , marketing , business