The Role of Social Media for E-Commerce in Indonesia
DOI:
https://doi.org/10.54518/ebh.3.3.2024.508Keywords:
Social Media, E-Commerce, Digital Marketing, Customer Engagement, Brand TrustAbstract
Social media has become an integral component of the e-commerce ecosystem in Indonesia. With features like Instagram Shopping and Facebook Marketplace, the integration between social media platforms and e-commerce creates a smoother and more effective shopping experience for consumers. This research examines the impact of social media on consumer behavior in e-commerce, focusing on the adoption of digital marketing strategies by micro, small, and medium enterprises (MSMEs). The findings suggest that social media usage can enhance customer engagement, increase brand trust, and influence purchase decisions. However, challenges related to data privacy, transaction security, and the ever-changing social media platform algorithms must be addressed by e-commerce actors. With the utilization of new technologies such as augmented reality (AR) and artificial intelligence (AI), businesses can strengthen relationships with customers, improve satisfaction, and drive Indonesia’s digital economy growth.
References
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia's ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
Prabowo, W. A., & Irwansyah, I. (2022). Adopsi Social Commerce pada UMKM di Indonesia: Sebuah Studi Literatur. Jurnal Komunikasi, 14(1), 47-60.
Pratama, B. C., & Suprapto, W. (2020). The Role of Artificial Intelligence in Chatbot for Customer Service in E-Commerce. Journal of Physics: Conference Series, 1477(2), 022023.
Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1-17.
Rachbini, W. (2018). The impact of consumer trust, perceived risk, perceived benefit on purchase intention and purchase decision. International Journal of Advanced Research, 6(1), 1036-1044.
Sari, D. P., & Kusuma, H. (2021). Pengaruh Social Media Marketing terhadap Keputusan Pembelian dengan Brand Trust sebagai Variabel Intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi, 3(1), 47-58.
Sari, P. K., Alamsyah, D. P., & Wibowo, S. (2022). Analisis Pengaruh Media Sosial terhadap Kepuasan Pelanggan dan Loyalitas Merek pada Industri E-Commerce di Indonesia. Jurnal Sistem Informasi Bisnis, 12(1), 46-55.
Setiawan, B., Kartika, C., & Ginting, V. (2021). Analisis Pengaruh Sosial Media Marketing Instagram Terhadap Customer Engagement dan Purchase Intention. Jurnal Manajemen dan Pemasaran Jasa, 14(1), 121-136.
Utami, C. W., & Khoir, F. (2020). The effect of social media marketing and brand image on purchase intention: A study of online shop consumers. Journal of Critical Reviews, 7(19), 3521-3529.
Widodo, A., & Mawardi, M. K. (2019). Pengaruh Social Media Marketing Terhadap Brand Trust Pada Followers Instagram Dompet Dhuafa Cabang Yogyakarta. Jurnal Administrasi Bisnis, 72(2), 305-314.
Widodo, A., Yusiana, R., & Anggi, S. (2019). How E-marketing and trust influence online buying decision: A case study of mataharimall. com in Bandung. Pertanika Journal of Social Sciences & Humanities, 27(T1), 237-249.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
