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All Journal Journal of International Accounting, Taxation and Information Systems
Priatna, Gustinanda
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Promotion Through Instagram Social Media and E-WOM on Purchase Interest in UMKM Siris Meals Jakarta Priatna, Gustinanda; Zaini, Achmad
Journal of International Accounting, Taxation and Information Systems Vol. 2 No. 1 (2025): February
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/jiatis.v2i1.92

Abstract

The rise of social media has transformed digital marketing strategies, with Instagram emerging as a key platform for small and medium-sized enterprises (MSME) to engage consumers. This study examines the impact of Instagram-based promotions and electronic word-of-mouth (E-WOM) on consumer purchase interest in Siris Meals Jakarta. A quantitative research approach was employed, utilizing a purposive sampling technique with a sample of 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression. The findings indicate that both Instagram promotions and E-WOM have a significant positive influence on purchase interest, both individually and collectively. The independent variables contributed 56.6% to variations in purchase interest. These results highlight the importance of optimizing Instagram as a promotional tool to enhance consumer engagement and drive sales. Based on these findings, it is recommended that Siris Meals strengthen its Instagram marketing strategy to maximize consumer reach and engagement
Co-Authors Achmad Zaini