Da'watuna: Journal of Communication and Islamic Broadcasting
Vol. 4 No. 4 (2024): Da'watuna: Journal of Communication and Islamic Broadcasting (In Press)

Pengaruh Media Sosial Terhadap Perilaku Konsumen : Studi Kasus Instagram dan Pembelian Produk Fashion

Nursapia Harahap (Unknown)
Hafiz Mansyur (Unknown)
Nadya Dwi Ananda (Unknown)
Dwi Arlintang (Unknown)
Elisa Damayanti (Unknown)
Susan Ramadhani (Unknown)
Nisrina Ardra Hafizha (Unknown)
Afrini Yuninda Silitonga (Unknown)
Rangga Diva (Unknown)

Article Info

Publish Date
29 Jun 2024

Abstract

This study aims to examine the influence of social media usage, particularly Instagram, on consumer behavior in the context of fashion product purchases. The method used in this research is a quantitative approach, with data collected through questionnaires distributed to respondents. The results show that Instagram usage has a significant impact on the frequency of fashion product purchases. The t-test reveals that each additional hour of Instagram use per day significantly increases the frequency of fashion purchases. These findings indicate the importance of Instagram as an effective marketing platform in the fashion industry.

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Journal Info
Da'watuna: Journal of Communication and Islamic Broadcasting
Website

Abbrev

dawatuna

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Religion Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Description

Dawatuna: Journal of Communication and Islamic Broadcasting  is a peer-reviewed national journal on communication, dakwah, broadcasting, education and Islamic studies managed by Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in cooperation with Masyarakat Ekonomi ...