Utilisation of Social Media in Market Research and Business Decision Analysis

Abu Muna Almaududi Ausat (Program Studi Administrasi Bisnis, Fakultas Ilmu Administrasi, Universitas Subang, Indonesia)
Riko Mersandro Permana (Program Studi S1 Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bina Sarana Informatika, Indonesia)
Filda Angellia (Program Studi Sistem Informasi, Fakultas Ilmu Komputer, Institut Bisnis dan Informatika Kosgoro 1957, Indonesia)
Agus Dedi Subagja (Program Studi Administrasi Bisnis, Fakultas Ilmu Administrasi, Universitas Subang, Indonesia)
Wahyuni Sri Astutik (Program Studi Administrasi Bisnis, Fakultas Ilmu Administrasi, Universitas Pawyatan Daha, Indonesia)

Jurnal Minfo Polgan (JMP)
Vol. 12 No. 1 (2023): Artikel Penelitian Juni 2023

In recent years, social media has experienced significant growth and become a very popular platform for individuals and companies. Social media such as Facebook, Twitter, Instagram, and LinkedIn have become important places for people to interact, share information, and express their opinions. This study aims to conduct a review of current literature on the utilisation of social media in market research and business decision analysis. The focus of this study is primarily qualitative. Methods for gathering data include paying close attention to detail while viewing and recording data, and then using analytical techniques such as data reduction, visualisation, and inference to draw conclusions. The study concluded that utilising social media in market research and business decision analysis can provide significant benefits for companies in understanding consumers, identifying market trends, and making smarter business decisions. With direct access to real-time data and user insights, companies can unearth valuable information about their consumers' preferences, behaviours, and needs.