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All Journal Jurnal Keuangan dan Perbankan JAM : Jurnal Aplikasi Manajemen International Journal of Artificial Intelligence Research E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Jurnal Vokasi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) J-MIND Jurnal Manajemen Indonesia Jurnal Ekonomi Pertanian Unimal Journal of Malikussaleh Public Economics Jurnal Ekonomi Regional Unimal International Review of Practical Innovation, Technology and Green Energy (IRPITAGE)
Ichsan
Faculty Of Economic And Business Universitas Malikussaleh
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Journal : International Journal of Artificial Intelligence Research

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Instagram Application and Its Role in Creating Purchasing Decision Determinants megasari gusandra saragih; Desi Astuti; Ichsan Ichsan; Vensy Vydia; Aprih Santoso
International Journal of Artificial Intelligence Research Vol 7, No 2 (2023): In Progres December 2023
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v7i2.1020

Abstract

Presently, the rapid advancement of technology is ongoing, and digital platforms have become an omnipresent resource for professionals in business, forming an integral part of a holistic marketing strategy. Social media is now used to introduce a product or service from a company, organization, or government. Along with the development of technology and information, nowadays many online shops have sprung up in various groups, from teenagers to adults. One of local company that uses Instagram social media to spread information about their company's products is Erigo. This study aims to analyze and examine the factors influencing of brand image, information quality and celebrity endorser on purchasing decisions of Erigo Brand product in Instagram. The study utilized quantitative methods along with regression analysis techniques for its research methodology.. The sampling method used purposive sampling and the number of samples used in this study amounted to 80 respondents source was distribution online questionnaires via WhatsApp to customers who had purchased Erigo brand products through Instagram. The data were analyzed with SPSS’ 26 and was carried out by several tests such as test : validity, realibility, classic assumption, linear regression analysis and coefficient of determination. The results that the brand image, information quality and celebrity endorser have a significant and positive effect partially or simultaneously on purchasing decisions of Erigo brand product. Meanwhile, brand trust can provide the most dominant influence on purchasing decisions of Erigo brand products.
Co-Authors A. Rahman Afnan Afnan Ahmad Fauzul Hakim Hasibuan Aprih Santoso Chalirafi, Chalirafi Cut Putri Mellita Sari Damanhur, Damanhur Desi Astuti Edo Kurniawan Falahuddin Falahuddin Fanny Nailufar Fitri Aswin Aswin Fuadi Fuadi Fuadi Fuadi Ghazali Syamni Ghazali Syamni Herri Mahyar Hesty Pradita Putri Hijri Juliansyah Hijri Juliansyah Husnul Khatimah Ira Silvia Julia Saputri Julimursyida Julimursyida Khairil Anwar Likdanawati Likdanawati Mahdawi Mahdawi Malinda Sari Mauliza Mauliza Mohd. Heikal Muammar Khaddafi Muhammad Faisal Muhammad Refo Sayuti Muhammad Sahem Munandar M Munandar Munandar Murtala Murtala Naufal Bachri, Naufal Nazimah Nazimah Negi Prianda Saragih Nila Pindri Saputri Nilahayati Nurlela, Nurlela Rico Nur Ilham Rini Permata Rizka Nadilla Safrizal Safrizal Sarah Fernanda Sari Yulis Terfiadi Siti Aisyah Sonia Santa Mahdalena Vensy Vydia Wahdini Wahdini Yudha Ganesha ZAINAL ABIDDIN Zainuddin Harahap