Pengaruh Promosi Media Instagram terhadap Keputusan Pembelian pada Beeshop Jember

Abstract

Social media now has an important role in marketing strategies for businesses large and small. The rampant use of social media by the Indonesian people is glimpsed by business people or companies to market their products or services. Social media is a promotional tool that can be accessed by anyone, so that the promotion network can be wider. Social media such as Instagram, Facebook, and Youtube can make a major contribution to business actors as promotional media The purpose of this study is to find out the Effect of Instagram Social Media Promotion on Buying Decisions on BeeShop and to find out the most influential promotion variables. This research is a quantitative-correlational study with the data collection method used consisting of questionnaire and interview methods. In the sempel retrieval technique using Non Probality Sampling, there were 67 respondents. The data analysis used is inferential analysis, namely simple regression line analysis, regression line variance analysis, F test, regression line effectiveness, and standard error of estimate. The results of the research conducted can be seen that there is an influence of convenience on purchasing decisions. This is already in sync with the direction of the goal in this study, which is to find out the significant influence of THE INFLUENCE OF INSTAGRAM MEDIA PROMOTION ON PURCHASING DECISIONS AT BEESHOP JEMBER. For the contribution of the influence of convenience on purchasing decisions, it is 64.2%, where the contribution is included in the sufficient category.