<![CDATA[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.]]>
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