The Dari Scroll ke Checkout — Bagaimana Social Commerce & Konten Video Singkat Mengubah Perjalanan Konsumen

Abstract

The development of digital technology has significantly changed people's
consumption patterns. One striking phenomenon is the increasing practice of social
commerce and the use of short-form video content in marketing activities. This article
aims to analyze how the integration of social commerce and short-form video content
can influence the consumer journey from awareness to purchase (checkout). This
research uses a qualitative descriptive approach by reviewing various previous
studies and global digital trend data. The results show that authentic and interactive
short video content can drive engagement and purchase decisions directly through
social platforms. This phenomenon indicates a shift in consumer behavior that is
increasingly impulsive, efficient, and based on digital experiences.