Pengaruh Pemasaran Media Sosial Instagram Dan Persepsi Harga Terhadap Minat Beli Konsumen - Sharfina, Nisrina; Anggraeni, Rila (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2023)
This article aims to determine the effect of the Instagram social media marketing and prices on the purchase intention of SHARFEE consumers. This quantitative research exposes the causal correlations between several variables through hypothesis testing. The samples were selected using purposive sampling technique; they are the active followers of SHARFEE’s Instagram account who have not purchased any of the brand’s product. The data was harvested from closed questionnaires and has been tested. The tests are Research Instrument Test (consisting of validity and reliability tests), Classical Assumption Test (consisting of normality, multicollinearity, and heteroscedasticity tests), and Hypothesis Test (consisting of F-test, t-test, and multiple linear regression test); all of which were performed in SPSS Ver. 25 (Statistical Package for the Social Science). This study finds that Instagram social media marketing and price have significant and positive effects on the purchase intention of SHARFEE’s consumers. Therefore, the company should optimize the use of Instagram in marketing their products and narrow down their market segment to acquire their target better. Abstrak Artikel ini bertujuan untuk mengetahui pengaruh pemasaran media sosial Instagram dan harga terhadap minat beli konsumen SHARFEE. Metode penelitian ini adalah kuantitatif yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis, sedangkan sampel dalam penelitian ini adalah followers aktif Instagram SHARFEE yang belum pernah membeli produk SHARFEE dengan menggunakan teknik purposive sampling. Penelitian ini menggunakan teknik pengumpulan data dengan menggunakan closed questionare. Analisa data pada penelitian ini menggunakan Uji Instrumen Penelitian (Uji Validitas, Uji Realibilitas), Uji Asumsi Klasik (Uji Normalitas, Uji Multikoleniaritas, Uji Heteroskedastisitas) dan Pengujian Hipotesis (Uji t, Uji F, Uji uji regresi linear berganda) menggunakan bantuan software SPSS Ver 25 (Statistikal Package for the Social Sciens). Hasil penelitian ini menunjukkan variabel pemasaran media sosial Instagram dan variabel harga berpengaruh secara positif dan signifikan terhadap minat beli konsumen SHARFEE. Implikasi penelitian ini pihak SHARFEE supaya mengoptimalkan penggunaan media sosial Instagram dalam rangka memasarkan produk dan SHARFEE supaya menngkerucutkan target pasar agar tepat sasaran.