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All Journal Jurnal Plans : Penelitian Ilmu Manajemen dan Bisnis JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Manajemen Bisnis Eka Prasetya Journal of Economics and Social Sciences Klabat Journal of Management International Journal of Economic, Technology and Social Sciences (Injects) Jurnal Manajemen, Bisnis dan Kewirausahaan Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Khafi Puddin
Fakultas Ekonomi Universitas Negeri Medan, Medan, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Public Health Social Sciences

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The Influence of Instagram Social Media Marketing and Consumer Behavior on the Purchase Decision of Orchid Ornamental Plants at Yusra Florist (Phalaenopsis) Florist Dia Ovitri Agustin; Khafi Puddin
Journal of Economics and Social Sciences (JESS) Vol. 5 No. 1 (2026)
Publisher : CV. Civiliza Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/jess.1613

Abstract

This study aims to analyze the influence of Instagram social media marketing and consumer behavior on the purchase decision of orchid ornamental plants (Phalaenopsis) at Yusra Florist Medan Flower Shop. The research method used is a descriptive qualitative approach with a type of field research. Primary data was collected through observation, documentation, and in-depth interviews with six selected informants using purposive sampling techniques, consisting of store owners, sales staff, and customers. Data analysis applies the Miles and Huberman interactive model which includes data reduction, data presentation, and conclusion drawn. The results of the study show that marketing through the Instagram account @yusraflorist_medan.orchid is very effective in expanding the market reach and triggering consumer visual interest through regular product photo and video uploads. Meanwhile, consumer behavior is dominated by the middle and upper class of people who prioritize plant quality, aesthetic value, prestige, and service satisfaction over price sensitivity. The main obstacle found was the limited admin response (slow response) due to dual tasks. In conclusion, the synergy between attractive product visualizations on Instagram and the consistency of direct and digital service quality has proven to be crucial factors that shape customer trust and determine repurchase decisions at Yusra Florist Stores.
Co-Authors Agus Firmansyah Agus Rahmadsyah Azizul Kholis Dia Ovitri Agustin Eko Wahyu Nugrahadi Fadli Agus Triansyah Fauzia Agustini Gey Des Four Munte Ghandi Mohammad Haikal Rahman Helena Sirait Jumiadi AW Kornelius Harefa Lokot Muda Harahap Mauren Avelina Mesra Mesra Nelly Armayanti Sabda Dian Nurani Siahaan