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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) International Journal Administration, Business & Organization
Shelvira Azka Afifah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Journal : International Journal Administration, Business

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Pengaruh Feeds Instagram: Mengungkap Minat Beli Mahasiswa pada Produk Makanan dan Minuman di Bandung Raya, Indonesia Shelvira Azka Afifah
International Journal Administration, Business & Organization Vol 5 No 1 (2024): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.24.312

Abstract

The rapidly evolving technology and information have driven society into the digital sphere. This phenomenon has been leveraged by businesses to capture consumer attention, particularly among students, utilizing the social media platform Instagram's feed displaying food and beverage products to boost purchasing interest in the business realm. Based on this premise, this study aims to investigate the extent to which Instagram feeds showcasing food and beverage products influence students' purchasing interest in the Bandung Raya region, Indonesia. The research methodology employed is quantitative descriptive, involving data collection through questionnaire surveys. A total of 126 respondents, who are students in the Bandung Raya area, participated in this study, with data analysis conducted using mean tests and regression analysis. The findings of this research illustrate that the portrayal of food and beverage products on Instagram significantly impacts students' purchasing interest.
Co-Authors Koernia Purwihartuti Nazofatullidya, Nazofatullidya