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 (JURRIE)
Vol. 4 No. 2 (2025): Oktober: Jurnal Riset Rumpun Ilmu Ekonomi

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