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All Journal Jurnal Pendidikan dan Kewirausahaan
Faiqurrohman Faiqurrohman
STKIP PGRI Situbondo
Education Social Sciences

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The Role of Social Media as a Digital Marketing Strategy in Influencing Consumer Purchase Decisions for Mie Gacoan Ainul Yaqin; M. Farros Al Alimi; Faiqurrohman Faiqurrohman; M Padila Ramadan; Zainul Munawwir
JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN Vol 14 No 2 (2026): in Press
Publisher : STKIP PGRI SITUBONDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47668/pkwu.v14i1.2193

Abstract

The rapid growth of social media has significantly transformed digital marketing strategies, particularly within the culinary industry. Social media functions not only as a promotional tool but also as an interactive communication medium capable of shaping consumer perceptions, trust, and purchasing decisions. This study aims to synthesize and analyze empirical findings regarding the role of social media as a digital marketing strategy in influencing purchase decisions of Mie Gacoan consumers. A Systematic Literature Review (SLR). Relevant academic articles published between 2020 and 2025 were retrieved from Google Scholar and selected based on predefined inclusion and exclusion criteria. The findings indicate that social media strategies—especially engaging visual content, active consumer interaction, and electronic word of mouth (eWOM)—significantly enhance brand awareness, brand image, and consumer trust. These results confirm that well-planned and sustainable social media management is a crucial factor in improving marketing effectiveness and maintaining competitive advantage in the highly competitive culinary industry.
Co-Authors Ainul Yaqin M Padila Ramadan M. Farros Al Alimi Zainul Munawwir