EXPLORING THE INFLUENCE OF SOCIAL MEDIA USAGE ON PURCHASE DECISIONS: A QUALITATIVE STUDY OF APPLE CONSUMERS IN INDONESIA

• Main Author: Ro Beatrice, Rebecca
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/87497
• Institution: Institut Teknologi Bandung

The increasing adoption of social media has significantly transformed consumer purchasing behavior, particularly among Gen Z and millennials in Indonesia. Social media platforms serve as critical channels for brand engagement, product discovery, discussions, and reviews, shaping how consumers perceive and interact with brands. Despite extensive research on social media's role in general consumer behavior, its specific impact on premium brand purchases, such as Apple, remains underexplored. This study aims to bridge this gap by investigating how social media influences purchasing decisions for Apple products in Indonesia through the lens of emotional, social, and functional values. Using a qualitative approach, in-depth interviews were conducted with Indonesian Apple users, complemented by a literature review of relevant academic sources. The findings reveal that emotional value emerges through brand storytelling and aspirational messaging, fostering deeper consumer-brand connections. Social value is driven by peer influence, online communities, and the prestige associated with Apple products, reinforcing brand desirability. Functional value is shaped by product reviews, user-generated content, and expert opinions, which provide consumers with reliable information before making a purchase. The study highlights that the interplay of these values significantly influences consumer trust, brand loyalty, and purchase intent. Additionally, it underscores the importance of social media as a powerful tool for premium brand positioning. The insights from this research provide practical implications for technology companies, marketers, and advertisers, emphasizing the need to craft social media strategies that enhance emotional engagement, social validation, and product credibility. By leveraging these elements effectively, brands can strengthen consumer relationships and drive higher conversion rates in the competitive digital marketplace.