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All Journal Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE)
Wiwi Astiawati
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Economics, Econometrics & Finance

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Peran Pemasaran Media Sosial dalam Membentuk Perilaku Pembelian Konsumen Sebagai Pertimbangan dalam Studi Kelayakan Bisnis: Studi pada Toko Teman Hijrahku Wiwi Astiawati; Fitrianita Fitrianita; Mutmainnah Mutmainnah; Hasni Hasni
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 4 No. 2 (2025): Oktober: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v4i2.5920

Abstract

This research aims to analyze the role of social media in shaping consumer behavior as a consideration in business feasibility studies, with a case study of Toko Teman Hijrahku. The method used is a qualitative approach through documentation and in-depth interviews with the owner and consumers. The results show that social media not only increases purchase intention but can also be considered as a tool for business feasibility analysis, especially for MSMEs in the digital era. Thus, social media becomes an essential part of modern marketing strategies that support business growth and sustainability
Co-Authors Fitrianita Fitrianita Hasni Hasni Mutmainnah Mutmainnah