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

Year: 2025

Type: article

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.

Source: Outline Journal of Management and Accounting

DOI: 10.61730/ezzpqt07

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

Institution: State University of Medan

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

OpenAlex ID: W4411151642

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