<![CDATA[This study aims to determine and analyze the influence of social media marketing and online customer reviews on Instagram on consumer buying interest in Ichiban Sushi through the @ichibansushi_id account. The research method used in this research is quantitative. The population in this study were female and male consumers, using a non-probability sampling technique with a purposive sampling method and determining the number of samples using the Slovin formula calculation results in as many as 100 respondents. The data collection technique used a questionnaire and a literature study. The data analysis technique employed a validity test, classical assumption test, multiple linear regression test, partial significance test T (T statistic test), simultaneous significance test F (F statistic test), and coefficient of determination test using SPSS version 26 for windows. Based on the T-test result, the social media marketing variable significantly affects consumer buying interest with a value of t-count > t-table of 3,211. At the same time, the online customer review variable has an effect and is significant on consumer buying interest with a value of t-count > t-table of 6,809. Based on the results of the F statistical test, the variables of social media marketing and online customer review have a simultaneous effect on consumer buying interest. The coefficient of determination obtained an R-value of 68,8% indicates that of consumer buying interest is influenced by the independent variables of social media marketing and online customer review. The other 31,2% are influenced by other variables not examined in this study. Keywords: Social Media Marketing, Online Customer Review, Consumer Buying Interest.]]>
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