Pengaruh Konten Instagram Seblak Jeletet Murni Terhadap Minat Beli Konsumen (Survey Pada Followers Instagram @seblak_jeletet_murni)

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Vivi Afiah Nawiroh Vera

Abstract




Technological communication developments trigger new media to meet human needs in both communication and information aspects. One of the new media that is present and viral among the community is social media. Social Media is an online communication that becomes an important part of building, establishing, or establishing an interpersonal relationship. Instagram is one of the most social media used for marketing purposes. Seblak Jeletet Murni is a restaurant that uses Instagram as a media marketing to grow the interest of consumers in buying products issued. This research discusses the influence of Instagram content Seblak Jeletet Pure towards consumer buying interest. The purpose of this research is to find out how much Instagram content affects a pure jeletet murni against the interest of buying consumers. The study used an associative, exportative survey. The theory used in this study was AIDA. The population in this study is an Instagram follower @seblak_jeletet_murni. The sample of this study was 100 followers, which was chosen through the purposive technique, which will be shared with the questionnaire using Google form. The results of this research based on the correlation test has a value of 0.302 indicating a low relationship between variable X and variable Y because it is located in the correlation of 0.20 – 0.399. In addition to this the value of R Square or coefficient of determination of 0.091 which when presented to be 9.1%. It can be concluded that the variable influence Instagram content Seblak Jeletet Murni purely to the interest of buying consumers by 9.1% and the remaining 90.9% is another variable that is not researched in this study. After conducting research it can be proved that H1 is accepted and H0 is rejected, can be seen from the value of GIS. (2-tailed) 0.002 < 0.05, which means that there is the influence of Instagram content Seblak Jeletet Murni purely to the interest of buying consumers.




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