Published: 2025-04-10
Strategi Komunikasi Digital dalam Pemasaran: Studi Peran Media Sosial dalam Keputusan Pembelian Konsumen
DOI: 10.35870/emt.v9i2.3851
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Abstract
The advancement of digital technology has transformed the marketing landscape, positioning social media as a key channel in digital communication strategies. This study aims to examine the impact of social media on consumer purchasing decisions, the factors influencing the effectiveness of digital communication strategies, and the role of social media platforms in fostering customer loyalty. Using a qualitative approach, data were collected through in-depth interviews with business practitioners and consumers, complemented by a literature review. The findings reveal that social media significantly influences consumer purchasing decisions, primarily through targeted advertising, customer reviews, and direct brand-user interactions. The effectiveness of digital communication strategies is determined by key factors such as marketing content, customer engagement, the role of influencers, and the use of paid advertisements. Moreover, the study finds that platforms like Instagram, TikTok, and YouTube outperform Facebook and Twitter in building customer loyalty due to their highly interactive features and superior content personalization. These findings underscore the importance of integrating organic and paid strategies in digital marketing, as well as selecting social media platforms that align with the target market’s characteristics. This study contributes to the academic discourse on social media’s role in digital marketing while providing practical insights for businesses seeking to optimize their digital communication strategies.
Keywords
Social Media ; Digital Communication ; Purchase Decision ; Customer Loyalty ; Digital Marketing Strategy
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 2 (2026)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/emt.v9i2.3851
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Dian Rosalia
Program Pascasarjana Magister Ilmu Komunikasi, STIKOM Interstudi Jakarta, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.
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