Indonesian Journal of Economic & Management Sciences (IJEMS)
Vol. 1 No. 6 (2023): December 2023

The Influence of Instagram Social Media and Product Diversity on Customer Purchasing Decisions at Café Anaugӧlӧ Kofi Medan

Lia Damanik (Universitas Negeri Medan)
Dina Sarah Syahreza (Universitas Negeri Medan)

Article Info

Publish Date
18 Jan 2024

Abstract

This research aims to explore the impact of Instagram social media and product variations on customer purchasing decisions at Anaugӧlӧ Kofi Medan. The research method used was quantitative, using accidental sampling, involving 97 respondents. Data analysis was carried out using multiple linear regression via the SPSS for Windows 24.0 program. The research results show that partially, Instagram social media and product variations have a positive and significant influence on purchasing decisions. The coefficient of determination test indicated that around 36.9% of purchasing decisions were influenced by Social Media Instagram and product variety, while other factors outside the scope of the study played a role in the remainder

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Journal Info
Indonesian Journal of Economic & Management Sciences (IJEMS)
Website

Abbrev

ijems

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Indonesian Journal of Economic & Management Sciences (IJEMS) is a scientific journal managed by the Formosa Publisher. This journal promotes disseminating research results in all economic, management, business, accounting, law, and Finance areas. The journal includes, but is not limited to the ...