The Role of Social Media as a Digital Marketing Strategy in Influencing Consumer Purchase Decisions for Mie Gacoan
Abstract
The rapid growth of social media has significantly transformed digital marketing strategies,
particularly within the culinary industry. Social media functions not only as a promotional tool but also
as an interactive communication medium capable of shaping consumer perceptions, trust, and
purchasing decisions. This study aims to synthesize and analyze empirical findings regarding the role of
social media as a digital marketing strategy in influencing purchase decisions of Mie Gacoan consumers.
A Systematic Literature Review (SLR). Relevant academic articles published between 2020 and 2025
were retrieved from Google Scholar and selected based on predefined inclusion and exclusion criteria.
The findings indicate that social media strategies—especially engaging visual content, active consumer
interaction, and electronic word of mouth (eWOM)—significantly enhance brand awareness, brand
image, and consumer trust. These results confirm that well-planned and sustainable social media
management is a crucial factor in improving marketing effectiveness and maintaining competitive
advantage in the highly competitive culinary industry.
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References
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