PENGARUH MEDIA SOSIAL TERHADAP PERILAKU KONSUMEN MILENIAL

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh media sosial terhadap perilaku konsumen milenial, dengan fokus pada keputusan pembelian dan interaksi dengan merek. Seiring dengan berkembangnya teknologi dan semakin populernya penggunaan media sosial, generasi milenial menjadi salah satu kelompok yang paling aktif dalam berinteraksi di platform digital. Media sosial memiliki peran penting dalam membentuk persepsi, preferensi, dan keputusan konsumen milenial terhadap produk atau jasa. Penelitian ini mengkaji berbagai aspek pengaruh media sosial, seperti rekomendasi dari teman, influencer, iklan berbayar, dan ulasan online terhadap perilaku konsumen milenial. Penelitian ini bertujuan untuk memahami bagaimana media sosial memengaruhi perilaku konsumen milenial melalui pendekatan kualitatif. Fokus penelitian meliputi pengaruh rekomendasi teman, konten influencer, ulasan produk, dan strategi pemasaran digital yang diterapkan oleh merek di media sosial. Wawancara mendalam dilakukan terhadap 20 partisipan yang mewakili berbagai latar belakang profesi dan intensitas penggunaan media sosial.

This study aims to determine the influence of social media on millennial consumer behavior, with a focus on purchasing decisions and brand interactions. Along with the development of technology and the increasing popularity of social media, the millennial generation has become one of the most active groups interacting on digital platforms. Social media has an important role in shaping millennial consumer perceptions, preferences, and decisions towards products or services. This study examines various aspects of the influence of social media, such as recommendations from friends, influencers, paid advertising, and online reviews on millennial consumer behavior. This study aims to understand how social media influences millennial consumer behavior through a qualitative approach. The focus of the study includes the influence of friend recommendations, influencer content, product reviews, and digital marketing strategies implemented by brands on social media. In-depth interviews were conducted with 20 participants representing various professional backgrounds and intensity of social media use. The findings show that millennial consumers are highly influenced by social media in forming preferences and purchasing decisions. Social interaction, trust in influencers, and attractive visual content are the main factors that influence them.