Innofarm : Jurnal Inovasi Pertanian
Vol. 25 No. 2 (2023): JURNAL INNOFARM : Jurnal Inovasi Petanian

Pengaruh Tampilan Produk UMKM Dibumbuin terhadap Minat Beli Ulang dengan Instagram Marketing sebagai Pemoderasi : Instagram Marketing, Tampilan Produk, Minat Beli Ulang.

Putri Nurlita Ningrum (UPN Veteran Jawa Timur)
Indra Tjahaja Amir (Universitas Pembangunan Nasional “Veteran” Jawa Timur)
Dita Atasa (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
31 Oct 2023

Abstract

The use of Instagram is a means for not only personal but also business people. Instagram provides features to facilitate the visual aspect seen by its followers. Dibumbuin MSMEs has Instagram but its usage is not maximum. In addition, the income held in the past year has significantly decreased. Even though the product display of existing content is very interesting. The purpose of this study analyzed the effect of product display on repurchase interest with Instagram Marketing as a moderation variable on the Sambal Dibumbuin MSMEs. Methods conducted quantitative research with SEM-PLS analysis. The number of samples used was 68 respondents from consumers. The research results showed that the product display variables and Instagram Marketing for product purchase interest had a significant positive effect on direct relationships of 0.33 and 0.637, respectively. However, the variable Instagram marketing variable cannot be moderated or weakened by the effect of product display on repurchase interest.

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Journal Info
Innofarm : Jurnal Inovasi Pertanian
Website

Abbrev

innofarm

Publisher

Universitas Slamet Riyadi

Subject

Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Environmental Science

Description

INNOFARM journal accepts papers online. Papers submitted must meet established criteria, have scientific excellence as well as providing a significant impact on the development in all fields of agricultural science. All the articles received will be reviewed by peer-reviewers. Since Agustus 2019, ...