THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING ON CONSUMER PURCHASING DECISIONS FOR ONLINE FASHION SHOP PRODUCTS IN GORONTALO

Devi Nahria Hasiru, Mohamad Agus Salim Monoarfa, Ramlan Amir Isa, Robiyati Podungge, Rezkiawan Tantawi

Abstract


This study aims to analyze the influence of Instagram promotion on consumer purchasing decisions at Sashop Gorontalo using a quantitative approach with 99 respondents. The data collection techniques consist of observation, questionnaires, and documentation, while the data analysis technique uses simple linear regression. The results show that promotion has a positive and significant influence on consumer purchasing decisions. The tcount value is 2.796 > ttable 1.661, and the significance value is 0.006 < 0.050. The coefficient of determination obtained from the regression model is 0,750 (75%), while the remaining 25.0% is attributed to other variables not examined in this study.

Keywords


Promotions, Purchase Decisions.

Full Text:

PDF

References


Abdul, M., Septyadi, K., Salamah, M., & Nujiyatillah, S. (2022). LITERATURE REVIEW KEPUTUSAN

PEMBELIAN DAN MINAT BELI KONSUMEN PADA SMARTPHONE : HARGA DAN PROMOSI. 3(1),

–313.

Anisa, Q. (2022). ( Studi Usaha Kuliner di Kelurahan Sukarame Kota Bandar Lampung ).

Andrean, wibowo satya geraldi. (2021). PENGARUH PRODUCT INVOLVEMENT, USER-GENERATED

CONTENT, DAN ONLINE BRAND COMMUNITY TERHADAP PURCHASE INTENTION DIMEDIASI

OLEH SOCIAL MEDIA ENGAGEMENT: STUDI PADA BRAND ADIDAS TESIS. 167–186.

Arikunto (2010: 173) Prosedur Penelitian, Jakarta : Rineka Cipta

Arikunto (2013) Prosedur Penelitian, Jakarta : Rineka Cipta

Aziz, F. N., & Akbar, D. (2022). Analisis Sikap Pengunjung Kegiatan Promosi Pt. Telekomunikasi

Indonesia

Menurut Konsep Ricard E. Petty. Bisnis Event, 3(10), 27–34.

https://doi.org/10.32722/bev.v3i10.5451.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand

community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.

Ginayatunnisa, N. A., Savitri, C., & Faddila, S. P. (2025). Peran Kredibilitas Influencer dan Content

Marketing Terhadap Keputusan Pembelian Sunscreen Azarine. 6(1), 105–119.

Hamisa, N., & Handayani, S. R. (2021). Pengaruh Pemanfaatan Media Sosial Terhadap Kinerja

Pegawai Pada Puskesmas Lakessi Kota Parepare. DECISION : Jurnal Ekonomi Dan Bisnis, 2(1),

–119. https://doi.org/10.31850/decision.v2i1.744

Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude

change. Journal of Conflict Resolution, 2(1), 51-60.

Kotler, Philip dan Armstrong, Gary. (2019). 10 th. Edition. “Marketing an Introduction”. Indonesia:

Perason.

Kotler dan Philip, 2001. Prinsip-Prinsip Pemasaran, Jakarta : Gelora Aksara Pratama

Kotler dan Amstrong, 2016. Marketing Management 15th edition, Pearson Education Inc

Lestari, P., & Saifuddin, M. (2020). ImplLestari, P., & Saifuddin, M. (2020). Implementasi Strategi

Promosi Produk Dalam Proses Keputusan Pembelia

Maret, V. N., Ukir, K., Mahasiswa, P., Trunojoyo, U., Wibowo, C. W., & Kurriwati, N. (2022). Jurnal

Kajian Ilmu Manajemen Pengaruh Promosi di Media Sosial Instagram Terhadap Minat Beli. 2(1),

–5.

Muhammad, I., & Jauhar, A. (2021). Http://jurnal.stiatabalong.ac.id/index.php/JAPB ISSN : 2723

4, 241–257.

Maulana, I., & Aprianti, K. (2022). Pengaruh Promosi Melalui Media Sosial Instagram Terhadap

Keputusan Pembelian Di Cafe Fix La Luna Kota Bima. Jurnal Ekonomi Dan Kewirausahaan,

(3), 249–255. https://doi.org/10.33061/jeku.v21i3.6899

Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in

Experimental Social Psychology, 19, 123-205

Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1993). Integrated marketing

communications. NTC Business Books.

Pradiani, T., Penjualan, V., & Malang, S. (2017). TERHADAP PENINGKATAN VOLUME PENJUALAN

HASIL. 11, 46–53.

Shaleh, A., & Furrie, W. (2020). Peran Public Relations Dalam Pemanfaatan Instagram Sebagai

Alat Publikasi Untuk Meningkatkan Layanan

Silaen, E., & Prabawani, B. (2019). Pengaruh persepsi kemudahan menggunakan e-wallet dan

persepsi manfaat serta promosi terhadap minat beli ulang saldo e- wallet

Ovo.

Ilmu

Administrasi

https://ejournal3.undip.ac.id/index.php/jiab/article/view/24834%0Ahttps://ej

ournal3.undip.ac.id/index.php/jiab/article/viewFile/24834/22182

Jurna

Bisnis,1-9

Shobur, A., Kanto, D. S., & Iskandar, D. A. (2023). Pengaruh Harga , Kualitas Produk Dan Lokasi

Terhadap Minat Beli Konsumen Rumah Makan Ganto Minang Jakarta. 2(1), 1–6.

Sugiyono, 2018 Metodologi Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfa Beta

Sugiyono 2019;69 Metodologi Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfa Bet

Sugiyono, 2019:44 Metodologi Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfa Beta

urriwati, N. (2022). Pengaruh Promosi di Media Sosial Instagram Terhadap Minat Beli Konsumen

Ukir Pecah (Mahasiswa Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen (JKIM),

(1), 1–5. https://doi.org/10.21107/jkim.v2i1.15304

Vania, E., & Titik, H. D. (2025). E-Profit Pengaruh Content Marketing , Online Consumer Review ,

dan Online Convenience Terhadap E-Profit. 7(1), 104–117.

yuni Fitriani. (2017). Analisis Pemanfaatan Berbagai Media Sosial sebagai Sarana Penyebaran

Informasi bagi Masyarakat. Paradigma - Jurnal Komputer Dan Informatika, 19(2), 152




DOI: https://doi.org/10.37479/jimb.v9i2.41094

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo