PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA HOPE STORE BULUKUMBA

Abstract

Nuranniza Ayu Putri Nur. 2021. The Effect of Social Media Marketing throught Instagram on Prchasing Decisions at the Bulukumba Hope Store, supervised By mt. Ridwan, SE., M.Si and mrs. sandra Bahasoan, SE., MM. The purpose of this study was to examine the influence of social media marketing through Instagram on purchasing decisions at the Bulukumba Hope Store. This research is a surpey of the Hope store Instagram social media followers. The unit of analysis in this study was an individual with a sample of 100 respondents and the data were analyzed using the SPSS program. The Results showed that content creation, content sharing, connecting had a positive and significant effect on purchasing decisions. However, communit building has a positive but insignificant effect on purchasing decisions so that the hypothesis is proven to be correct. The partial results ( t test ) show that the content sharing variable has the most dominant contribution to purchasing decisions. Meanwhile, connecting, community building together ( simultaneously ) has a significant effect on purchasing decisions, with the calculated F value of 59.310 with a probability level of 0.000 smaller than 0.05.The value of R2 is 0.714, this means 71.4 %