PENGARUH KONTEN INSTAGRAM TERHADAP MINAT BELI (SURVEY PADA FOLLOWERS AKUN INSTAGRAM @RUMAHWARNA_CORP)

Catur Retno Sri Hastuti Ningsih, NIM.: 16730083 (2023) PENGARUH KONTEN INSTAGRAM TERHADAP MINAT BELI (SURVEY PADA FOLLOWERS AKUN INSTAGRAM @RUMAHWARNA_CORP). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Social media applications, especially Instagram, which emphasizes sharing photos or videos, have proven to have a strong correlation in influencing consumer buying interest. attractive content packaging is one of the attractions to increase interest in buying followers for an Instagram account. One of the Jogja brands that uses Instagram as a promotional Medium is Rumah Warna, in its Instagram account @rumahwarna_corp which almost every day uploads various kinds of content to attract buying followers. Therefore, researchers are interested in examining how much influence koneten Instagram interest in buying followers. This study uses a quantitative approach, which is a scientific approach to managerial and economic decision making. This approach departs from the data. The results of simple linear regression analysis showed that the T test showed t count t table (5.152 > 1.984), which then concluded that the prevailing hypothesis is Ha accepted and Ho rejected, in other words there is a magnitude of influence of Instagram content on buying interest. Instagram Instagram account followers @rumahwarna_corp proven and accepted. The suggestion that the researcher can give to the next researcher is that the interview method needs to be in depth and in more detail and has an element of novelty, it is also expected to be able to research with a different point of view from this study by adding other variables such as brand image and others.

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