The influence of using social media content on consumer behavior: examples of Indonesian and Turkish students at Sakarya University

In this decade, technology in the field of communication has progressed rapidly. This development is felt directly by all levels of society, which makes life easier. One of the perceived conveniences is in the field of marketing. The existence of digital marketing makes advertising media also increasingly widespread until social media appears. Social media allows various groups to communicate to drive the marketing process, both as marketers and consumers. So that information about products or services sold by a company can be more quickly communicated and sold in the community. This can happen because when a brand becomes a public conversation, consumers will find it easier to learn about the brand and buy it. The marketing approach through social media as a new medium also allows consumers to be more interactive. So that the increase in digital advertising on social media can influence decision- making behavior for consumers who were previously accustomed to traditional media. This is the basis for the research of this article. In addition, this research includes theory and practice that aims to uncover the relationship between social media and consumer behavior. In the theoretical part of the research; conducted a literature review on the concept of social media, social media marketing, consumer behavior on social media. In the research section, a survey was prepared and conducted to identify the impact of social media on consumer behavior. The data obtained from the responses of 405 respondents' Indonesian students and Turkish students at Sakarya University who use social media as social media users, then analyzed with the SPSS 20 program. Research shows that social media platforms have become a daily practice of people's lives, which contribute significantly to influencing individual attitudes towards people's behavior as consumers.