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All Journal KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Daeng Mohammad Danu Wibisono
Universitas Kalbis
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Pemasaran Media Sosial di Instagram @kopijanjijiwa terhadap Keputusan Pembelian Konsumen Daeng Mohammad Danu Wibisono; Tangguh Okta Wibowo
KALBISIANA Jurnal Sains, Bisnis dan Teknologi Vol. 10 No. 1 (2024): Kalbisiana
Publisher : UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisiana.v10i1.3524

Abstract

Social media marketing is one of the important aspects in increasing sales of a product. Because social media marketing uses social media as a marketing channel and there are quite a lot of social media users in Indonesia. This study aims to determine the influence and level of influence of social media marketing on Instagram @kopiunjukjiwa on consumer purchasing decisions. In this study, the theory used is stimulus-response. The researcher uses a quantitative approach, survey research method with explanative type. The population in this study were followers of Instagram @kopiunjukjiwa with questionnaire data collection techniques. Based on the results of the hypothesis with the T test, the results obtained are 21,161 > 1,966. from these results indicate that social media marketing on Instagram @kopipromisejiwa has an influence on consumer purchasing decisions. Meanwhile, Pearson's product moment got a result of 0.728, which means that there is a strong influence from social media marketing on Instagram @kopikodejiwa on consumer purchasing decisions, and the coefficient of determination test got a result of 52.9%.
Co-Authors Tangguh Okta Wibowo