<![CDATA[The evolution of social media has transformed how consumers seek information and make digital purchases. This study aims to analyze consumer behavior regarding purchase decisions on social media and identify the factors influencing them. A descriptive qualitative method was employed, utilizing a literature review approach that analyzed various scholarly journals as secondary data sources. The findings indicate that social media plays a significant role in shaping consumer purchase decisions. User reviews (social proof), recommendations from influencers or Key Opinion Leaders (KOLs), and live streaming features have been shown to boost consumer trust and drive purchase decisions—including impulsive ones. Furthermore, real-time interaction features and the convenience of "click-to-buy" transactions make the purchasing process faster and more practical. These findings demonstrate that consumer behavior is no longer driven solely by promotions but also by digital interactions and user experiences on social media. The study concludes that businesses must optimally leverage social media by building trust, enhancing customer engagement, and establishing a positive digital reputation to boost competitiveness in the digital marketing era]]>
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