The Effect of Instagram Social Media Exposure on Purchase Decision

Authors

  • Anastasia Michelle Universitas Multimedia Nusantara
  • Daniel Susilo SCOPUS ID 57200989854, Universitas Multimedia Nusantara, Indonesia

DOI:

https://doi.org/10.21111/ejoc.v6i1.6242

Keywords:

social media, Instagram, purchase decision, media exposure. media sosial, keputusan pembelian, terpaan media

Abstract

AbstractThis study aims to determine whether there is an effect of social media exposure from the @byooteofficial Instagram account on purchase decisions made by followers and to find out the magnitude of the influence. The concepts to be used in this study are media exposure, Instagram, and purchase decisions. The method of this study using a survey method with a quantitative approach that is explanative and the sample taken in this study is as many as 400 respondents. The results of this study, which used a simple linear regression test, showed that there was an influence between media exposure on purchase decisions on followers of the @byooteofficial Instagram account by 44% and another 56% influenced by other factors not examined in this study. Therefore, this study can be concluded that it has successfully answered the objectives of this study, namely the influence and how much influence the variable x (media exposure) has on the variable y (purchase decision). AbstrakPerkembangan media sosial sebagai medium komunikasi pemasaran meningkat signifikan pasca 2010. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh terpaan media sosial dari akun Instagram @byooteofficial terhadap keputusan pembelian yang dilakukan followers dan untuk mengetahui besarnya pengaruh tersebut. Konsep yang akan digunakan dalam penelitian ini adalah media exposure, Instagram, dan keputusan pembelian. Metode penelitian ini menggunakan metode survei dengan pendekatan kuantitatif yang bersifat eksplanatif dan sampel yang diambil dalam penelitian ini adalah sebanyak 400 responden. Hasil penelitian yang menggunakan uji regresi linier sederhana menunjukkan bahwa terdapat pengaruh antara terpaan media terhadap keputusan pembelian pada followers akun Instagram @byooteofficial sebesar 44% dan 56% lainnya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dengan demikian, penelitian ini dapat disimpulkan telah berhasil menjawab tujuan penelitian ini, yaitu pengaruh dan seberapa besar pengaruh variabel x (terpaan media) terhadap variabel y (keputusan pembelian). 

References

Albarran, A. (2013). The social media industries. Routledge.Ardianto, E. (2014). Komunikasi Massa. Bandung: Simbiosa Rekatama Media.Azwar, S. (2012). Reliabilitas dan validitas. Yogyakarta: Pustaka Pelajar.Byoote. (2021a). @byooteofficial.Byoote. (2021b). Comes from Within.Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). In Universitas Diponegoro. https://doi.org/https://doi.org/10.3929/ethz-b-000238666Kemp, S. (2021). Digital 2021: Indonesia.Kotler, P., & Keller, K. (2009). Manajemen pemasaran jilid 1, edisi Ketiga belas, Terjemahan Bob Sabran. In Jakarta: Erlangga. https://doi.org/10.1177/0022022111434597Kotler, P., & Keller, K. (2016). Marketing management. Harlow: Pearson Education. https://doi.org/https://doi. org/10.1080/08911760903022556Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Prenada Media.Ludwianto, B. (2021). Orang Indonesia Lebih Kecanduan Media Sosial Dibanding Singapura.Neuman, W. (2013). Metodologi penelitian sosial: Pendekatan kualitatif dan kuantitatif. PT. Indeks.Paul, P., & Olson, J. (2013). Perilaku Konsumen dan Strategi Pemasaran. Jakarta: Salemba Empat.Primasti, D., & Dewi, S. (2018). Pengaruh Media Sosial Terhadap Penyimpangan Perilaku Remaja (Cyberbullying). Reformasi, 7(2).ProductNation. (2021). 11 Minuman Collagen Terbaik Untuk Menjaga Kesehatan Dari Dalam Tubuh productnation.Saputra, A. A., Susilo, D., & Harliantara, H. (2021). Virtual Ethnography on the Ngalah Islamic Boarding School Instagram Business Account. Sahafa Journal of Islamic Communication, 3(2), 161–173.Sarwono, J. (2006). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Graha Ilmu.Satria, R., & Suharyono. (2017). Pengaruh Terpaan Media Sosial Instagram Dan Perceived Value Terhadap Keputusan Pembelian (Survei Pada Followers Aktif Akun Instagram Vans Indonesia Yang Menggunakan Sepatu Merek Vans). Jurnal Administrasi Bisnis, 50(2), 210–216.Sugiono. (2010). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.Sugiyono. (2014). Statistika untuk penelitian. Bandung : Alfabeta.Sugiyono. (2016a). Metode Penelitian Kuantitatif, Kualitatif dan R&D.Sugiyono. (2016b). metodologi penelitian kuantitatif kualitatif dan R & D. In Bandung: Alfabeta. https://doi.org/10.1164/rccm.200409-1267OCSusilo, D., Prabowo, T. L., & Putranto, T. D. (2019). Communicating secure based feeling: Content analysis on indonesian police official account. International Journal of Engineering and Advanced Technology, 8(6), 2541–2543. https://doi.org/10.35940/ijeat.F8377.088619Susilo, Daniel. (2021). AKSI-AKSI WARGANET PADA BERITA DARING: Cabaran pada Studi Posfeminisme dan Politik. Airlangga University Press.Susilo, Daniel, & Putranto, T. D. (2018). Indonesian Youth on Social Media : Study on Content Analysis. Advances in Social Science, Education and Humanities Research, 113, 94–97.Susilo, Daniel, Putranto, T. D., & Navarro, C. J. S. (2021). 9 Performance of Indonesian Ministry of Health in Overcoming Hoax About Vaccination Amid the COVID-19 Pandemic on Social Media. Nyimak: Journal of Communication, 5(1), 151–166.

Downloads

Published

2021-06-30

Issue

Vol. 6 No. 1 (2021): ETTISAL: Journal of Communication

Section

Articles

License

In order to be accepted and published by Ettisal : Journal of Communication, author(s) submitting the article manuscript should complete all the review stages. By submitting the manuscript the author(s) agreed to these following terms:

1.   The copyright of received articles shall be assigned to [Ettisal : Journal of Communication] as the publisher of the journal. The intended copyright includes the right to publish articles in various forms (including reprints). [Ettisal : Journal of Communication] maintain the publishing rights to the published articles.

2.   Authors are permitted to disseminate published article by sharing the link/DOI of the article at [Ettisal : Journal of Communication]. authors are allowed to use their articles for any legal purposes deemed necessary without written permission from [Ettisal : Journal of Communication] with an acknowledgement of initial publication to this journal.

3.   Users/public use of this website will be licensed to CC BY-NC-SA (Attribution & Non-Commercial-ShareAlike)