THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING ON CONSUMER PURCHASING DECISIONS FOR ONLINE FASHION SHOP PRODUCTS IN GORONTALO

Devi Nahria Hasiru (Universitas Negeri Gorontalo)
Mohamad Agus Salim Monoarfa (Universitas Negeri Gorontalo)
Ramlan Amir Isa (Universitas Negeri Gorontalo)
Robiyati Podungge (Universitas Negeri Gorontalo)
Rezkiawan Tantawi (Universitas Negeri Gorontalo)

JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Vol 9, No 2 (2026): JIMB - VOLUME 9 NOMOR 2 SEPTEMBER 2026

This study aims to analyze the influence of Instagram promotion on consumer purchasing decisions at Sashop Gorontalo using a quantitative approach with 99 respondents. The data collection techniques consist of observation, questionnaires, and documentation, while the data analysis technique uses simple linear regression. The results show that promotion has a positive and significant influence on consumer purchasing decisions. The tcount value is 2.796 ttable 1.661, and the significance value is 0.006 0.050. The coefficient of determination obtained from the regression model is 0,750 (75%), while the remaining 25.0% is attributed to other variables not examined in this study.