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Atie Rachmiatie
Universitas Islam Bandung
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Journal : Bandung Conference Series: Communication Management

 1 
Hubungan Social Media Marketing Akun Instagram @sarisari.jajanpasar dengan Keputusan Pembelian Konsumen Puput Fatonah; Atie Rachmiatie
Bandung Conference Series: Communication Management Vol. 4 No. 1 (2024): Bandung Conference Series: Communication Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v4i1.12300

Abstract

Abstract. Rapid technological developments have changed the way humans communicate and acces information via the internet. Instagram, as a popular social media, is now not only a place for self-expression but also a bussines tool such as the Instagram account @sarisari.jajanpasar. with social media marketing strategies and enganging content, this account aims to reach a wider audience and influence consumer purchases. Based on this phenomenon, the problems in this research are follows: (1) Is there a relationship between entertainment and consumer purchasing decisions? (2) Is there a relationship between interactions and consumer purchasing decisions? (3) Is there a relationship between the trend and consumer purchasing decisions? (4) Is there a relationship between customization and consumer purchasing decisions? (5) Is there a relationship between word of mouth and consumer purchasing decisions?. Researchers used correlational analysis techniques using a quantitative approach. The population selected in this research were followers of the Instagram account @sarisari.jajanpasar, totaling 36.400 people. With the sampling technique, namely simple random sampling, the total research sample was 100 people. The data collection techniques used in this reaearch were questionnaires, interviews, observation and literature study. The data analysis techniques used in this research are descriptive analysis techniques and inferentiao analysis techniques. The results of this research are: There is a significant relationship with the Speraman Rank correlation coefficient of 0.860, meaning that the relationship between the Social Media Marketing Instagram account @sarisari.jajanpasar and the purchasing decisions of the followers has a strong relationship. Abstrak. Perkembangan teknologi yang pesat telah mengubah cara manusia berkomunikasi dan mengakses informasi melalui internet. Instagram, sebagai media social popular kini bukan hanya tempat ekspresi diri tetapi juga alat bisnis seperti akun Instagram @sarisari.jajanpasar. Dengan strategi social media marketing dan konten yang menarik, akun ini bertujuan untuk mencapai audiens yang lebih luas dan mempengaruhi pembelian konsumen. Berdasarakan fenomena tersebut, maka permasalahan dalam penelitian ini disurumuskan sebagai berikut: (1) Apakah terdapat hubungan antara hiburan (entertainment) terhadap keputusan pembelian konsumen? (2) Apakah terdapat hubungan antara interaksi (interaction) terhadap keputusan pembelian konsumen? (3) Apakah terdapat hubungan antara trendi (trendiness) terhadap iklan dengan kesadaran merek Le Minerale? (4) Apakah terdapat hubungan antara kustomisasi (customization) terhadap keputusan pembelian konsumen? (5) Apakah terdapat hubungan antara persepsi dari mulut ke mulut (word of mouth) terhadap kepitisan pembelian konsumen?. Peneliti menggunakan metode teknik analisis korelasional dengan menggunakan pendekatan kuantitatif. Populasi yang dipilih dalam penelitian ini adalah followers akun Instagram @sarisari.jajanpasar yang berjumlah 36.400 orang. Dengan teknik pengambilan sampel yaitu simple random sampling diperoleh jumlah sampel penelitian sebanyak 100 orang. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, wawancara, observasi, dan studi pustaka. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah teknis analisis deskriptif dan teknik analisis inferensial. Hasil dari penelitian ini adalah: Terdapat hubungan yang signifikan dengan koefisien korelasi Rank Spearman 0.860, artinya Hubungan antara Social Media Marketing akun Instagram @sarisari.jajanpasar dengan keputusan pembelian pada followers memiliki hubungan yang kuat.
Co-Authors Adi Junadi Adrianto, Aditya Eko Ahmad Nada Kusnendar Aisyah Nur Afifah Alex Sobur Alexandria Cempaka Harum Alif Adhasya Daffa Gunawan Ani Yuningsih Aning Sofyan Sadikin Anisa Dwi Nanda Septiningrum Anita Deborah Anwar Anne Friday Safaria Anter Venus Asep Ahmad Sidik Astri Mutia Ekasari Astuti, Sri Wahyuning Atwar Bajari Bella Maulina Ceha, Rahmat Cholifah, Yuristia Wira Dadi Ahmadi Dasrun Hidayat Deddy Mulyana Dedeh Fardiah Dedy Djamaluddin Malik Destyra Rusmana Dey Ravena Dey Ravena Dian Widya Putri Dinda Rizkyana Eli Susana, Eli Ema Khotimah Fajar Nugraha Fajarini Putri Hidayat Farihat Kamil Farihat Kamil Ferry Setiawan Fia Khoerunnisa Firmansyah Firmansyah Harefa, Umy Darni Herry Garna Hidayat Wijayanegara Ike Junita Triwardhani Imam Indratno INA HELENA AGUSTINA Irfan Safrudin Karim Suryadi Karim Suryadi Khotimah, Shandi Noor Kiki Zakiah Darmawan Lichandra, Funny Ma'mun Sutisna Makroen Sanjaya Martian, Ferra Maylanny Christin Mohamad Subur Drajat Nia Kurniati Nihayah, Izzatin Nova Nadifah Nurrhisma Yuniar O Hasbiansyah Oji Kurniadi Pawit M. Yusuf, Pawit M. Puput Fatonah Raditya Pratama Rahma Fitria Rahma Fitria, Rahma Rahmat Ceha Rakha Fauzan Hawadi Rakha Fauzan Hawadi Respitawulan Rini Rinawati Riswandha Risang Aji Rizqi Pratama Putra Rowawi, Roni Sandra Ramayanti Sandriani Septiawan Santana Kurnia Sophia Novita Suja’i, Imam Sukwatus Tannia Meirina Anwar Teni Nurlatifah Tia Muthiah Vermanda Maharani Sonya Verry Damayanti Yanti Herawati Yayu Hizza Anisa Yeni Yuniati Yeni Yuniati, Yeni Yenni Yuniati