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All Journal Community Engagement and Emergence Journal (CEEJ)
Frendi Ardiansyah
Universitas Islam Negeri Sultan Syarif Kasim Riau
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions

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From Likes to Buys: The Influence of Social Media on Online Purchasing Decisions and Its Implications for Digital Consumer Education Muhammad Luthfi Hamzah; M. Afdal; Frendi Ardiansyah; Astri Ayu Purwati; Tilovmurodov Dostonbek Furqat ugli
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 6 (2025): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v6i6.12304

Abstract

This study aims to examine the influence of social media on online shopping behavior among the people of Pekanbaru. Social media has become a highly influential platform in everyday life, serving not only as a means of communication but also as a powerful marketing tool. Using a quantitative approach, data were collected through questionnaires distributed to 100 respondents. The study investigates several social media factors that affect purchasing decisions, including online community, interaction, accessibility, credibility, and content sharing. The results of hypothesis testing indicate that online community and content sharing significantly influence purchasing decisions, while other variables show statistically insignificant effects. These findings highlight the critical role of e-commerce and marketing practitioners in optimizing social media utilization, particularly in fostering transparency, credibility, and effective engagement with audiences. This research provides both theoretical and practical contributions to digital marketing strategies in Indonesia, emphasizing the need for more targeted approaches to enhance consumer interest and purchasing decisions in the digital era.
Co-Authors Astri Ayu Purwati M. Afdal Muhammad Luthfi Hamzah Tilovmurodov Dostonbek Furqat Ugli