EXPLORING THE INFLUENCE OF SOCIAL MEDIA USAGE ON PURCHASE DECISIONS: A QUALITATIVE STUDY OF APPLE CONSUMERS IN INDONESIA FINAL PROJECT By Rebecca Siahaan 19021119 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2024 This page is intentionally left blank 2 EXPLORING THE INFLUENCE OF SOCIAL MEDIA USAGE ON PURCHASE DECISIONS: A QUALITATIVE STUDY OF APPLE CONSUMERS IN INDONESIA Rebecca Siahaan ID No: 19021119 Undergraduate Program Management Study School of Business and Management Institut Teknologi Bandung 2024 Supervisor: Ilham Fauzan Putra ABSTRACT 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 3 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. Keywords: Social media influence, emotional value, social value, functional value, purchasing decision, Apple products. 4 MENGEKSPLORASI PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN: STUDI KUALITATIF PADA KONSUMEN APPLE DI INDONESIA Rebecca Siahaan ID No: 19021119 Program Studi Sarjana Manajemen Sekolah Bisnis dan Manajemen Institut Teknologi Bandung 2024 Pembimbing: Ilham Fauzan Putra ABSTRAKSI Peningkatan adopsi media sosial telah secara signifikan mengubah perilaku pembelian konsumen, terutama di kalangan Gen Z dan milenial di Indonesia. Platform media sosial berfungsi sebagai saluran utama untuk interaksi merek, penemuan produk, diskusi, dan ulasan, yang membentuk cara konsumen memahami dan berinteraksi dengan merek. Meskipun telah banyak penelitian mengenai peran media sosial dalam perilaku konsumen secara umum, dampaknya terhadap pembelian merek premium seperti Apple masih kurang dieksplorasi. Studi ini bertujuan untuk mengisi kesenjangan tersebut dengan meneliti bagaimana media sosial mempengaruhi keputusan pembelian produk Apple di Indonesia melalui perspektif nilai emosional, sosial, dan fungsional. Menggunakan pendekatan kualitatif, wawancara mendalam dilakukan dengan pengguna Apple di Indonesia, yang dilengkapi dengan tinjauan literatur dari sumber akademik yang relevan. Temuan penelitian menunjukkan bahwa nilai emosional muncul melalui storytelling merek dan pesan aspiratif yang memperkuat hubungan emosional antara konsumen dan merek. Nilai sosial didorong oleh pengaruh teman sebaya, komunitas online, dan prestige yang melekat pada produk Apple, sehingga meningkatkan daya tarik merek. Sementara itu, nilai fungsional terbentuk melalui ulasan produk, konten buatan pengguna, dan pendapat 5 para ahli, yang memberikan informasi yang dapat dipercaya sebelum konsumen membuat keputusan pembelian. Penelitian ini menyoroti bahwa keterkaitan antara ketiga nilai tersebut berperan besar dalam membangun kepercayaan konsumen, loyalitas merek, dan niat pembelian. Selain itu, hasil studi ini menegaskan pentingnya media sosial sebagai alat yang efektif dalam membangun positioning merek premium. Temuan ini memberikan implikasi praktis bagi perusahaan teknologi, pemasar, dan pengiklan untuk menyusun strategi media sosial yang berfokus pada keterlibatan emosional, validasi sosial, dan kredibilitas produk. Dengan memanfaatkan elemen-elemen ini secara efektif, merek dapat memperkuat hubungan dengan konsumen dan meningkatkan tingkat konversi dalam pasar digital yang kompetitif. Kata Kunci: Pengaruh media sosial, nilai emosional, nilai sosial, nilai fungsional, keputusan pembelian, produk Apple. 6 APPROVAL PAGE EXPLORING THE INFLUENCE OF SOCIAL MEDIA USAGE ON PURCHASE DECISIONS: A QUALITATIVE STUDY OF APPLE CONSUMERS IN INDONESIA By Rebecca Siahaan ID No: 19021119 A Final Project in Partial Fulfilment of the Requirement for the Degree of Bachelor of Management Undergraduate Program Management Study School of Business and Management Institut Teknologi Bandung 2024 Approved By ___________________________ Dr.rer.pol. Achmad Fajar Hendarman, S.T., M.S.M. 7 This page is intentionally left blank 8 FOREWORD The journey of completing this thesis has been one of the most transformative chapters in my life. It was not without challenges, but by the grace of God, I found the strength to persevere. I am deeply grateful to my Lord for blessing me with the opportunity to pursue this path and for walking with me through every step of it. This thesis is not just an academic achievement; it is a reflection of the love, support, and inspiration I have received from the extraordinary people in my life. To my Mama, my greatest source of strength and motivation—thank you for being my constant supporter, my role model, and my safe haven. Your endless prayers, sacrifices, and unwavering belief in me are the reasons I am here today. Mama, this is your wish fulfilled, but I hope it is just the beginning of many more. Bea sayang Mama selalu. To my Papa, who is watching over me from above—thank you for the love and strength you gave me. Your memory has been my anchor, guiding me through every hardship. I hope I have made you proud, Papa. This is for you, from your youngest daughter, who will always carry your legacy in her heart. To Ayesha, my very first friend at SBM ITB, has been so much more than just a friend—she has been my rock, my constant, and my safe space. From the moment we met, she has never been absent in any part of my life journey. She’s always been there, no matter what I was going through, showing up for me in ways I can never thank her enough for. Her endless support and presence during my lowest moments have been my greatest source of comfort, and I truly can’t imagine my life without her by my side. To Gabriella, my high school best friend who encouraged me to pursue my study in SBM ITB—your belief in me means the world, and I am forever grateful for your unwavering support. To my “GGG” sisters, the bond we built during our time at SBM ITB is a treasure I will carry with me always. Though we may be far apart now, the laughter, memories, and love we shared remain close to my heart. 9 To Kak Ilham, thank you for your guidance and support throughout the thesis process. Your help has been invaluable. To K and R, my closest friends during this challenging time—your presence, encouragement, and love gave me the strength to push forward.