Systematic Literature Review: Peran Social Media Marketing Terhadap Niat Beli Konsumen Pada Platform Digital
DOI:
https://doi.org/10.61104/alz.v4i3.5782Keywords:
niat beli, perilaku konsumen, platform digital, social media marketing, systematic literature review.Abstract
Perkembangan teknologi digital telah mendorong transformasi strategi pemasaran menuju pemanfaatan platform media sosial yang lebih interaktif dan terukur. Social media marketing menjadi instrumen penting dalam memengaruhi purchase intention konsumen melalui berbagai dimensi seperti konten, interaktivitas, dan electronic word-of-mouth. Penelitian ini menggunakan pendekatan systematic literature review dengan mengacu pada pedoman PRISMA 2020. Pencarian literatur dilakukan pada basis data SINTA, Scopus, dan GARUDA dalam rentang tahun 2021 hingga 2025. Dari 250 artikel yang teridentifikasi, sebanyak 13 artikel memenuhi kriteria inklusi dan dianalisis secara sistematis. Hasil menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap niat beli konsumen di berbagai platform digital. Dimensi yang paling dominan meliputi konten kreatif dan informatif, interaktivitas, electronic word-of-mouth, serta influencer marketing dan celebrity endorsement. Hubungan tersebut juga dipengaruhi oleh variabel mediasi seperti brand awareness, brand trust, brand image, dan customer engagement, serta dimoderasi oleh faktor seperti asal-usul merek. Temuan ini menegaskan bahwa efektivitas social media marketing tidak hanya bergantung pada intensitas konten, tetapi juga pada kemampuan membangun kepercayaan dan keterlibatan konsumen. Strategi pemasaran digital yang integratif dan berbasis hubungan emosional terbukti lebih efektif dalam meningkatkan purchase intention di era platform digital yang kompetitif.
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