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

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Published

2021-06-30

Issue

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

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Articles

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