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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Denia Tristanti
Universitas Muhammadiyah Sidoarjo
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Desain Post, Komunikasi Visual dan Iklan Online Terhadap Minat Beli Pada Instagram @kopikenangan.id Denia Tristanti; Mas Oetarjo
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 9 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i9.2876

Abstract

As technology develops, especially Instagram has become an essential need in increasing work productivity and has become the main platform for promoting business in Indonesia. One brand that uses Instagram is Kopi Kenangan. When marketing, you need to pay attention to post design, visual communication and online advertising. This encourages researchers to examine what variables influence buying interest. “This study aims to investigate the influence of variables on enhancing purchase interest on Instagram @kopikenangan.id. The research adopts a quantitative approach with primary data. Respondents were selected using the Lemeshow formula, resulting in a sample size of 100 individuals. Data analysis involved multiple linear regression, as well as validity, reliability, normality, multicollinearity, and heteroskedasticity testing, along with T-tests and F-tests. The findings indicate that post design, visual communication, and online advertising significantly impact consumer purchase interest on the Instagram account @kopikenangan.id.
Co-Authors Mas Oetarjo