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All Journal Jurnal Pijar : Studi Manajemen dan Bisnis
Putri Gartina
a:1:{s:5:"en_US";s:35:"Institut Manajemen Wiyata Indonesia";}
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH SOCIAL MEDIA CONTENT DAN SOCIAL MEDIA SALES PROMOTION CONTENT TERHADAP BEHAVIORAL INTENTION Putri Gartina; Ce Gunawan
Jurnal Pijar Vol 1 No 1 (2022): Jurnal Pijar: Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

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Abstract

This study aims to determine the effect of social media content and social media sales promotion content on behavioral intention. This study uses an associative quantitative approach by using a questionnaire distributed to 100 samples with a purposive sampling technique that has criteria as followers on Instagram @Kawaidollshop. The instrument testing in this study used validity and reliability tests, data analysis techniques used descriptive analysis, used the classical assumption test of normality test and multiple linear regression analysis consisting of hypothesis testing (t test and F test) and coefficient of determination analysis (R2). The results of this study indicate that: (1) Social media content has a positive effect on behavioral intention; (2) Social media sales promotion content has a positive effect on behavioral intention; and (3) Social media content and Social media sales promotion content have a positive effect on behavioral intention
Co-Authors Ce Gunawan