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All Journal Jurnal Indonesia : Manajemen Informatika dan Komunikasi
Retno Wulandari
Universitas Muhammadiyah Surakarta
Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science

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Pengaruh Konten Media Sosial Instagram pada Akun @selatan.florist terhadap Minat Beli Followers: Pendekatan Elaboration Likelihood Model Retno Wulandari; Budi Santoso
Jurnal Indonesia : Manajemen Informatika dan Komunikasi Vol. 7 No. 2 (2026): Mei
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM) STMIK Indonesia Banda Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63447/jimik.v7i2.1857

Abstract

The rapid advancement of technology has pushed business actors to rely on social media as their primary promotional channel. On the @selatan.florist account, several obstacles were identified in content production — particularly in feeds, stories, and reels — concerning visual appeal, upload consistency, and the depth of informative value delivered to the audience. This study examines the extent to which social media content produced by @selatan.florist affects followers' purchase intention. The Elaboration Likelihood Model (ELM) serves as the theoretical lens, explaining how individuals process persuasive messages and form attitudes in response. A quantitative methodology was applied, with a structured questionnaire distributed to 152 respondents who follow the @selatan.florist account. Simple linear regression analysis reveals a statistically significant influence of social media content on purchase intention. The R² value of 66.3% indicates that visual aesthetics and informational depth in the account's content are decisive factors in converting audience attention into purchasing behavior.
Co-Authors Budi Santoso