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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 Terang: Jurnal Kajian Ilmu Sosial, Politik dan Hukum Federalisme : Jurnal Kajian Hukum Dan Ilmu Komunikasi Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Oktaviana Purnamasari
Unknown Affiliation
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 : Terang: Jurnal Kajian Ilmu Sosial, Politik dan Hukum

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Pengaruh Konten Instagram Mills Terhadap Minat Beli: Survei Pada Followers Instagram @Millssportid Mohamad Rifky Rachmadillah; Oktaviana Purnamasari
Terang : Jurnal Kajian Ilmu Sosial, Politik dan Hukum Vol. 1 No. 2 (2024): Juni : Terang : Jurnal Kajian Ilmu Sosial, Politik dan Hukum
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/terang.v1i2.203

Abstract

Mills is a sports brand that also offers a wide range of products with the lastest quality and technology, whict naturally piques the interest of the public in Mills and generates purchasing intent among consumers towards Mills’ products. The purpose of this research is to determine the extent of the influence of Mills’ Instagram content on purchase intent. The theories utilized in this study include Hermawan’s 2012 marketing communication theory, as well as Kotler & Keller’s Attention, Interest, and Desire theory on the Purchase Intent variable. Miles’2014 theory is applied to the Instagram Content variable, encompassing profile name, comments or feedback, and captions or descriptions. This researh adopts a quantitative approach through a survey method conducted on 85 respondents who follow @millssportid on instagram, selected using simple random sampling technique. The results of this study indicate a high influence of 73,9% of Mills’ instagram content on purchase intent, with the remaining 26,1% influenced by unexamined variables in this research.
Co-Authors Alvin Ramadhan Aminah Swarnawati Ammar Fakhrudin Assya Putri Sanggita Ati Kusmawati Diah Andika Sari Dwi Firmansyah eno, trisna_rudi Fadillah Aulia Latief Sultoni Handoko, Daniel Imanuel Ronald David Mongkau Maria Eflina Jahung Mohamad Rifky Rachmadillah 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