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Edy Prihantoro
Universitas Gunadarma
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Konten Media Sosial Instagram @musclefirstofficial dan Brand Ambassador terhadap Minat Beli Suplemen pada Followers Muscle First, Fitrah Nur Islamiah; Edy Prihantoro
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 5 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i5.7219

Abstract

This research aims to analyze the influence of Instagram social media content @musclefirstofficial and brand ambassadors on interest in buying supplements among Muscle First followers. Social media, especially Instagram, has become an effective marketing tool in building brand awareness and improving consumer purchasing decisions. This study uses a quantitative approach with an explanatory method, where data is collected through questionnaires to respondents who are followers of the @musclefirstofficial account. The analysis results show that social media content has a significant influence on consumer buying interest, especially through visual elements such as photos, videos and interesting captions. Apart from that, brand ambassadors also play an important role in increasing purchasing interest, with visibility and credibility factors as the main elements that influence purchasing decisions. Simultaneously, social media content and brand ambassadors contributed 65.7% to interest in purchasing Muscle First supplements. These findings indicate that a social media-based marketing strategy combined with selecting the right brand ambassador can increase product attractiveness and encourage consumer purchasing decisions.
Co-Authors A. Ramadhona Nilawati Abdullah Abdullah Abdullah Abdullah Agustina, Widi Asmarani Ahmad Fatoni Ahmad Mulyadi Aisa Setiawati Amri Dunan, Amri Anacostia Kowanda Andriani, Mayla Putri Anindito, Bimo Triastiko Anis Nur Aulia Annisa ARIEF BUDI PRATOMO Artha Wiguna Artha Wiguna Asyifa Aulia Handayani Atit Pertiwi Azzahra, Afifah Berlian Ramadhaniati Christiana Wulandari Clarissa Nathania Octaviani Diana Sari Didin Mukodim Dinda Rakhma Fitriani Dwi Asih Haryanti Emilianshah Banowo Emilianshah Banowo Emilianshah Banowo Endah Purwitasari Erny Pratiwi Fajar Rizali Rakhman Fajar Rizali Rakhman Fajar Rizali Rakhman Ferdinand, Nikolas Firsta Putri Asa Poerwastita Fitrah Nur Islamiah Fitrah Nur Islamiah Haikal Ibnu Hakim Handayani, Asyifa Aulia Hanif Abdullah Herna Herna Hidayat Hidayat Hustinawaty Hustinawaty, Hustinawaty Irwandaru Dananjaya Karin Paula Iasha Damintana Khadijah, Amirah Siti Khalifah Althaf Naufaliza Repinda Putra Khazim, Iqbal Al Marina Agustina Mayla Putri Andriani Meta Savari Mieta Setyawati, Dyah Mohamad Wahyu Subakti Muhammad Ardya Dwi Putra Al Qindi Mujiyana Mujiyana Musti Ara Nada Nadhifah Kamilia Nadia Anisah Naifah, Nabila Rana Noviarohmah, Arista Noviawan Ohorella Noviawan Rasyid Ohorella Noviawan Rasyid Ohorella Noviawan Rasyid Ohorella Nur'afifah, Oktavia Nuriyati Samatan Ohorella, Noviawan Ohorella, Noviawan Rasyid Pitchan, Muhammad Adnan Pitoyo Prasetyo, Nurhadi Prihandoko Prihandoko Prihandoko Purwoko, Agus PUTRI WULANDARI Qodriyah, Laelatul Rajab Ritonga Ramadhani, Rizky Wulan Ratih Kusuma Ningrum Rila Setyaningsih Rila Setyaningsih Rio Setia Monata Rizky Wulan Ramadhani Rizky Wulan Ramadhani Rizky Wulan Ramadhani Rudito, Yeremia Yori Sabrina Rahma Utami Safitri Nur Aeni Sariyati Sariyati Sariyati Setyaningsih, Rila Setyawati, Dyah Mieta Siti Masitoh Siti Zulzilah Sugiharti Binastuti Suryarini Widodo Susilowati Dyah K Susilowati Dyah K Susilowati Dyah Kusumaningtyas Syahnidar Rahma Dwiani Tri Wahyu Retno Ningsih Trini Saptariani Tuti Widiastuti Utami, Sabrina Rahma Vani Sugiani Veithzal Rivai Zainal Widyaningsih, Winda Widyaningsih, Winda Wigustira, Monica Putri Wijaya, Widiastiana Vista Yusriadi, Harmin Yusuf Maulana Yusufina, Ainun Rahma