DINAMIKA PERILAKU KONSUMEN DIGITAL PADA E-COMMERCE DAN SOCIAL COMMERCE: SEBUAH STUDI KUALITATIF DALAM KONTEKS PASAR INDONESIA
DOI:
https://doi.org/10.25134/digibe.v4i2.529Keywords:
Perilaku konsumen digital, e-commerce, social commerce, keputusan pembelian, studi kualitatifAbstract
Perkembangan teknologi digital telah mendorong perubahan signifikan dalam perilaku konsumen, khususnya dalam aktivitas belanja melalui platform e-commerce dan social commerce. Kedua model perdagangan digital tersebut menawarkan karakteristik yang berbeda dalam memengaruhi proses pengambilan keputusan konsumen. Penelitian ini bertujuan untuk mengeksplorasi dinamika perilaku konsumen digital dengan membandingkan peran e-commerce dan social commerce dalam membentuk keputusan pembelian di konteks pasar Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan desain deskriptif-eksploratif, yang berfokus pada analisis tematik terhadap fenomena perilaku konsumen digital sebagaimana tercermin dalam praktik pemasaran online, interaksi pengguna, serta pola konsumsi di berbagai platform digital. Hasil penelitian menunjukkan bahwa e-commerce cenderung mendorong keputusan pembelian berbasis rasionalitas, seperti efisiensi transaksi, kemudahan akses, keamanan sistem, dan kelengkapan informasi produk. Sebaliknya, social commerce lebih menonjol dalam membangun keputusan pembelian melalui interaksi sosial, keterlibatan emosional, kepercayaan berbasis komunitas, serta pengaruh konten visual dan figur sosial. Temuan ini mengindikasikan bahwa perilaku konsumen digital di Indonesia tidak dapat dipahami secara parsial, melainkan sebagai hasil dari kombinasi faktor fungsional dan sosial-emosional. Penelitian ini memberikan kontribusi teoretis dengan memperkaya kajian perilaku konsumen digital berbasis pendekatan kualitatif, serta implikasi praktis bagi pelaku bisnis digital dalam merancang strategi pemasaran yang adaptif terhadap perubahan preferensi konsumen.
Kata kunci: perilaku konsumen digital; e-commerce; social commerce; keputusan pembelian; studi kualitatif
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