Nabila Rizki Ramadhani, Muammar Rinaldi, Ami Dianita, Laila Safitri, Muhammad Rifqi Farhan Hasibuan, Nabila Azzahra, Nazia Safira Lubis

The Influence of Social Media on Consumptive Behavior Economic Education Students in Purchasing Products MSMEs

Introduction

The influence of social media on consumptive behavior economic education students in purchasing products msmes. Explore how social media impacts Economic Education students' consumptive behavior when buying MSME products. Findings show a significant influence. Recommends digital literacy & better marketing.

Abstract

This study aims to examine the influence of social media on student consumer behavior in purchasing MSME products. Using a quantitative survey-based method, data were collected through an online questionnaire involving 30 Economic Education students as respondents. The results of the analysis show that social media significantly influences student consumer behavior, contributing 35.2% to the variability of their consumption behavior. Social media, such as Instagram, TikTok, and Facebook, are used by MSME actors to market products through visual content, reviews, and endorsements that attract students' attention. This study recommends increasing digital and financial literacy for students, as well as more educational marketing strategies from MSME actors.

Review

This study investigates the influence of social media on the consumptive behavior of Economic Education students when purchasing products from Micro, Small, and Medium Enterprises (MSMEs). Employing a quantitative survey methodology with data collected from 30 student respondents via an online questionnaire, the research identifies a significant relationship. The findings indicate that social media platforms such as Instagram, TikTok, and Facebook significantly influence student consumer behavior, accounting for 35.2% of the variability in their consumption patterns. This highlights the growing importance of digital channels for MSMEs to market their products through visual content, reviews, and endorsements, directly appealing to the student demographic. While the study addresses a highly relevant and timely topic, particularly concerning the digital engagement of students and the marketing strategies of MSMEs, its methodological rigor is substantially hampered by the extremely limited sample size. A cohort of only 30 Economic Education students severely restricts the generalizability and statistical power of the findings. Although a significant influence is reported, the conclusions drawn from such a small and specific group may not be representative of a broader student population or even other Economic Education cohorts. This limitation warrants caution in interpreting the 35.2% contribution, as it may be an artifact of the small sample rather than a robust, generalizable effect. Despite these methodological constraints, the study provides a preliminary indication of social media's role in shaping student purchasing decisions for MSME products. The recommendations for enhancing digital and financial literacy among students, alongside advocating for more educational marketing strategies from MSME actors, are pertinent and offer valuable practical implications. Future research should aim to replicate this study with a substantially larger and more diverse sample of students, potentially across various academic disciplines, to enhance the external validity and provide a more comprehensive understanding of this complex relationship. This initial exploration could serve as a pilot, signaling the need for more robust and expansive investigations into this critical area.

Full Text

Comments

You need to be logged in to post a comment.