ANALYSIS OF THE ROLE OF SOCIAL MEDIA ON CONSUMER DECISIONS IN THE PURCHASE OF FASHION BRACELET PRODUCTS IN SHOPEE

This review aims to analyze the influence of social media, product reviews, and influencer endorsement on consumer decisions in buying bracelet products in Shopee. The growing technology and use of the internet, social media is one of the main channels in product promotion and interaction between producers and consumers. This research can add insight and science of the influence of social media to purchasing decisions. This study will identify the factors that influence consumer purchasing decisions. This study uses a qualitative approach by conducting interviews with 10 consumers shopping for bracelets in Shopee and are often affected by various promotions through social media. The results of the study show that social media has a large role in influencing the decision to purchase bracelet products in shopes, as well as elements such as product reviews, visual content, and influencer endorsement can be used to increase consumer appeal. This research is expected to provide knowledge for sellers in Shopee to utilize social media more effectively to increase their sales.