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All Journal JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Devi Nahria Hasiru
Universitas Negeri Gorontalo
Economics, Econometrics & Finance

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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
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 9, No 2 (2026): JIMB - VOLUME 9 NOMOR 2 SEPTEMBER 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v9i2.41094

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.
Co-Authors Isa, Ramlan Amir Mohamad Agus Salim Monoarfa Rezkiawan Tantawi Robiyati Podungge