%A NIM.: 16730030 Dony Agung Afrizal
%O Pembimbing: Dr. Yani Tri Wijayanti, S. Sos, M.Si
%T PENGARUH FITUR-FITUR INSTAGRAM @GITARJOGJA TERHADAP MINAT BELI KONSUMEN
(Analisis Regresi Linier Sederhana pada followers Instagram Kapten Gitar @gitarjogja)
%X One form of communication technology development that many people
currently use is smartphones. Smartphones are one form of communication
technology that is constantly evolving and used by many people. Smartphones can
be used as a means to online communicate, using social media, one of which is
Instagram. Instagram is not only used to exchange news, but it develops as a
means of business that is to offer products. One of the stores that offers products
via Instagram to attract consumers is Kapten Gitar. Kapten Gitar started offering
its products on Instagram from 2015 until now.
This study uses a quantitative method, and the theory used is the theory of
planned behavior. The data collection in this study used questionnaires, and
questionnaires were distributed to followers of Kapten Gitar, which numbered 100
samples of respondents. Based on a simple linear regression test that have been
done, the result of this research is that there is an influence of Kapten Guitar’s
Instagram account on their consumer buying interests which is 52%, while the
other 48% is influenced by other factors. Its also obtained that the value of its
significance is 0,000<0.05, so it can be concluded that H0 is rejected and H1 is
accepted.
%K smartphone; Instagram; Consumer Buying Interests
%D 2020
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib44772