THE ROLE OF SOCIAL MEDIA MARKETING AND PRIVACY CONCERN ON PERCEIVED RISK AND ONLINE PURCHASE BEHAVIOR IN FRESH MEAT PRODUCTS

Natasya Sharla Kirana; L. I Gusti Ayu Carla Tiffany; Timotius FCW Sutrisno

doi:10.24071/icebmr.v2i1.242

Authors

Natasya Sharla Kirana Universitas Ciputra Author
L. I Gusti Ayu Carla Tiffany Universitas Ciputra Author
Timotius FCW Sutrisno Universitas Ciputra Author

DOI:

https://doi.org/10.24071/icebmr.v2i1.242

Keywords:

Social Media Marketing Strategy, Privacy Concern, Perceived Risk, Online Purchase Behavior

Abstract

Many micro and medium businesses have gone bankrupt due to not keeping up with the times, especially regarding digitalization, at this time technological advances are developing very rapidly and are very influential in the economic sector. Fresh meat is a business that can be said to have kept up with the times in the aspect of digitization in sales. This research investigates the dynamics of consumer behavior in online marketplaces that sell fresh meat. By exploring the relationship between social media marketing strategies and consumer concerns regarding privacy, this study aims to explain the factors that influence risk perceptions associated with online transactions for fresh meat products. This study recognizes the sensitivity of fresh meat quality, where trust and assurance are crucial in consumer decision-making. This research utilizes quantitative methods, using surveys and data analysis to gain a holistic picture of consumer responses. By examining the interactions between variables, this study contributes valuable insights to academic literature and practical marketing strategies in the fresh meat sales industry. Understanding how social media and privacy considerations jointly influence consumer perceptions and behavior, provides a foundation for designing effective marketing with online platforms, which promotes increased trust and confidence in online fresh meat purchases.

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