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All Journal Jurnal Riset Manajemen
Asari Nadia Permatasari
Universitas Boyolali
Decision Sciences, Operations Research & Management

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Pengaruh Media Sosial Instagram, Promosi Digital, dan Testimoni Pelanggan terhadap Minat Beli Pelanggan Studio DYS di Boyolali Asari Nadia Permatasari; Donna Setiawati; Luki Sri Anggorowati
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 3 (2026): September: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i3.4632

Abstract

This study aims to analyze the influence of Instagram social media, digital promotion, and customer testimonials on customer purchase intention at Studio DYS in Boyolali. This research employed a quantitative approach with an associative method. The population consisted of all Studio DYS customers in Boyolali, totaling 110 customers, with a sample of 86 respondents determined using the Slovin formula with a 5% margin of error. The sampling technique used was non-probability sampling with the accidental sampling method. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS software. The results showed that Instagram social media has a positive and significant effect on customer purchase intention with a significance value of 0.012. Digital promotion also has a positive and significant effect on customer purchase intention with a significance value of 0.000. Customer testimonials have a positive and significant effect on customer purchase intention with a significance value of 0.001. Simultaneously, Instagram social media, digital promotion, and customer testimonials have a positive and significant effect on customer purchase intention at Studio DYS in Boyolali. The coefficient of determination (Adjusted R Square) value of 0.908 indicates that the three independent variables explain 90.8% of the variation in customer purchase intention.
Co-Authors Anggorowati, Luki Sri Donna Setiawati