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All Journal International Journal of Evaluation and Research in Education (IJERE) Historia: Jurnal Pendidik dan Peneliti Sejarah JOURNAL AGRIBUSINESS Jurnal Pendidikan Indonesia Journal of Education and Learning (EduLearn) Jurnal Filsafat Akuisisi : Jurnal Akuntansi Jurnal Sejarah dan Budaya SWARNADWIPA: Jurnal Kajian Sejarah, Sosial, Budaya, dan Pembelajarannya Al Ishlah Jurnal Pendidikan Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi) Jurnal Filsafat Patanjala : Jurnal Penelitian Sejarah dan Budaya Zawiyah: Jurnal Pemikiran Islam Journal of Education Technology IJID (International Journal on Informatics for Development) Inovasi: Jurnal Ilmiah Ilmu Manajemen Fajar Historia: Jurnal Ilmu Sejarah dan Pendidikan JURNAL LENTERA BISNIS Bahtera Indonesia; Jurnal Penelitian Bahasa dan Sastra Indonesia Journal of Information Systems and Informatics International Journal Of Science, Technology & Management (IJSTM) Bioscientist : Jurnal Ilmiah Biologi Sinar Sang Surya: Jurnal Pusat Pengabdian kepada Masyarakat PESAGI (Jurnal Pendidikan dan Penelitian Sejarah) Jurnal Locus Penelitian dan Pengabdian Management Science Research Journal Dharma Sevanam : Jurnal Pengabdian Masyarakat International Journal of Economics (IJEC) Jurnal Manajemen, Akuntansi, Ekonomi HISTORIA: Jurnal Program Studi Pendidikan Sejarah Journal of Business, Management and Social Studies Journal of Mutidisciplinary Issues International Journal of Multidisciplinary Research of Higher Education (IJMURHICA) Kohesi: Jurnal Sains dan Teknologi Ta'dib INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Jurnal Pengabdian Dinamika
Setiawan, Johan
History Education, Metro Muhammadiyah University
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Journal : JURNAL LENTERA BISNIS

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PENGARUH INSTAGRAM TERHADAP MINAT BELI PRODUK UMKM OTAK-OTAK BAKAR Prayogi, Adrian; Pancawati, Juwarin; Setiawan, Johan
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.1909

Abstract

This study aims to analyze the influence of Instagram usage on consumer purchase intention for Otak-Otak Bakar products in Sepatan Timur District, using Otak-Otak Bakar Pak Slamet as the case study. A quantitative approach with a correlational survey method was applied, involving 100 respondents selected through convenience sampling. Data were collected using a Likert-scale questionnaire measuring four independent variables, namely Context, Communication, Collaboration, and Connection, toward Purchase Intention as the dependent variable. The data were analyzed using multiple linear regression. The results show that all four variables simultaneously have a significant effect on purchase intention. Partially, Communication, Collaboration, and Connection have significant influence, while Context shows no significant effect. Communication contributes through clear information and fast responses. Collaboration is the most dominant variable supported by consumer testimonials and reviews. Connection strengthens emotional closeness and digital loyalty, whereas Context does not strongly encourage purchasing decisions. These findings indicate that interaction, social proof, and emotional connection on Instagram play a stronger role in shaping purchase intention than visual content alone.
Co-Authors Abbas, Navil Alfarisi Achmad Fauzan Azhar Adhari, Muhammad Faresa Afwan, Bahtiar Ahmad Buhari Ahmad Faza Ajat Sudrajat Ajat Sudrajat Ajat Sudrajat Albert Richard Dammara Alba Amalia, Dita Aman Aman Aman Aman Aman Aman Aman Aman Aman Aman Anik Widiastuti Ardian Fahri Assegaff, Alifah Rahma Assidiqi, Muadz Ayu Nindita, Nabilah Bahtiar Afwan Basuki, Sucipto Beatrice, Beatrice Berlian, Bunga Bobi Hidayat Bunari, Bunari Bunari, Bunari Cheri Saputra Cindy Febriani Santoso CK, Andrei Ferdinan Bayu Darmadi Darmadi Destiya Anisa Putri Dewi Firnia Dian Anggraeni Dina Fitria Murad Djakman, Chaerul D. Dyah Kumalasari EDWIN AGUS BUNIARTO Elis Setiawati, Elis Erick Fernando B311087192 Eunike Endariahna Surbakti Fadli, Muhammad Rijal Fahruddin Fahruddin Faza, Ahmad Fedora, Brenda Fianty, Melissa Indah Fidelia Rahmah Fikri, Asyrul Gugun Gunawan, Gugun Hadisaputra Hadisaputra Hadisaputra, Hadisaputra Hartoto Hartoto Ikfi Muallifa Izzati Ilmiawan Ilmiawan, Ilmiawan Indra Gunawan Irfai Fathurohman, Irfai Jacintha Cordelie Jana, Padrul Juwarin Pancawati, Juwarin Kevin kevin Khasanah, Nurfayatun Khoirul Umam Kian Amboro Kurniasih, Anna Kurniawan, Wakhid Kuswono Kuswono La Ode Dinda Lia Yuliana Maryati Maryati Marzius Insani Ma’arif, Muhammad Anas Mella Margareta Veronica Middya Boty, Middya Muhammad Basri Mulyati , Sri Musyarofah, Atiqatul Myristica Imanita Nafi'ah, Rahmawati Nasiwan nasiwan Ng, Ricky Ningsih, Tri Zahra Ninik Sudarwati Nur Alfin Hidayati Nurhidayat, Dimas Nurizky Handayani Nurlita, Nurlita Oetama, Raymond Sunardi Ofianto, Ofianto Pangaribuan, Christian Haposan Permatasari, Wahyu Ida Permatasari, Wahyu Ida Permatasari, Wahyu Ida Pertiwi, Nurul Reza Phoan, Vinson Prasetiawan, Iwan Pratama, Widya Arum Prayoga, Setiawan Prayogi, Adrian Princes, Elfindah Purnamasari, Reski Putri, Chairunnissa Renita Agustina RICO, MUHAMMAD Riyanto Riyanto Saefur Rochmat Saliman Saliman Saputra, Nanda Setiawan Sariyoga, Setiawan Sherisa, Livia Alma Solly Aryza Suciati, Rahmadiah Sudirman Sudirman Sugi Suhartono Sulaiman, Agus Suma, Selviana Sumantri , Ari Tresna Sumargono Sumiyatun Sumiyatun Supardi Supardi Surandi Surandi Suranto Aw SURYA AYMANDA NABABAN Suryani, Susi Suwandi, Kevin Tresna S, Ari Umasugi, Mohbir Umi Hartati, Umi Usman, Feliks Syahputra Wahyu Dwi Anggraeni Wahyu Ida Permatasari Wakidi Wakidi Wakidi Wakidi Wati, Kurnia Pradila Wibisono, Giovanni Widjaja, Michael WINANTI, WINANTI Yeni Budiawati Yosevine, Prisca Yuliantri, Rhoma Dwi Aria Yustina Sri Ekwandari Yusuf Yusuf Zamroni Zamroni Zul Asri