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All Journal Kanal : Jurnal Ilmu Komunikasi Publipreneur Polimedia: Jurnal Ilmiah Jurusan Penerbitan Politeknik Negeri Media Kreatif Jurnal Ilmiah Teknik Informatika dan Komunikasi Seminar Ilmiah Nasional Teknologi, Sains, dan Sosial Humaniora (SINTESA) Seminar Nasional Aplikasi Iptek (SINAPTEK) Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora Harmoni: Jurnal Ilmu Komunikasi Dan Sosial Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Sosial Simbiosis: Jurnal Integrasi Ilmu Sosial dan Politik Mimbar Administrasi Federalisme : Jurnal Kajian Hukum Dan Ilmu Komunikasi Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Oktaviana Purnamasari
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Ilmiah Teknik Informatika dan Komunikasi

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Iklan Informatif dan Sales Promotion di Instagram: Pengaruhnya terhadap Keputusan Pembelian Skincare The Originote Salsa Hijriyatin Nisa; Oktaviana Purnamasari
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 3 (2025): November: Jurnal Ilmiah Teknik Informatika dan Komunikasi 
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i3.1596

Abstract

The purpose of this study is to examine the impact of informative advertisements and sales promotions on consumer purchase decisions, as well as to measure the partial effects of informative advertisements and sales promotions on purchase decisions, and to simultaneously assess their combined effect on consumer purchase decisions. In this study, the variable X1 represents informative advertisements, which include dimensions such as informing the market about new products, explaining how a product works, and suggesting new ways to use a product. The variable X2 represents sales promotions, which include dimensions such as coupons, price packs (money-off deals), and event marketing or event sponsorship. The variable Y in this study is consumer purchase decisions, which consist of dimensions like problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. This research uses a quantitative approach with a survey method and data collection through questionnaires given to 144 respondents who are followers of the Instagram account @theoriginote. The data analysis technique used is multiple linear regression, with sampling using the simple random sampling technique. The results indicate that the informative advertisement variable has an effect of 51.2%, while the sales promotion variable has an effect of 66.6%. Simultaneously, both informative advertisements and sales promotions have a combined effect of 67.9% on consumer purchase decisions, with the remaining influence coming from external factors not covered by the study.  
Co-Authors Alvin Ramadhan Aminah Swarnawati Ammar Fakhrudin Ati Kusmawati Diah Andika Sari Dwi Firmansyah eno, trisna_rudi Fadillah Aulia Latief Sultoni Handoko, Daniel Imanuel Ronald David Mongkau Maria Eflina Jahung Mohammad Ismed Mohammad Ya’isy Ghifari Muhamad Yusuf Alfauzi Muhammad Fadli Alfaris Ni Putu Chrisma Dyah Wintari Rafeby Zhenda Violet Ratu Laura MBP Salsa Hijriyatin Nisa Verena Wati Nimat Zahra Khoerrunissa