PENGARUH UNGGAHAN AKUN INSTAGRAM @yogyadiskon TERHADAP MINAT BELI (Survey pada Followers Akun Instagram @yogyadiskon)

Naila Ainul Khusna, NIM. 16730015 (2020) PENGARUH UNGGAHAN AKUN INSTAGRAM @yogyadiskon TERHADAP MINAT BELI (Survey pada Followers Akun Instagram @yogyadiskon). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In the current era of globalization, various media can be used as a medium for sharing information. One of the media that is often used is Instagram. Various accounts were created with specific purposes, such as the @yogyadiskon account which has 55,100 followers with the aim of providing information about the latest promotions or discounts in the city of Yogyakarta. The selection of this Instagram account is considered quite suitable in terms of sharing information. In addition to being practical in its use, moreover, it's quite effective and in great demand, it is seen by the very active Instagram users. The purpose of this study was to determine the magnitude of the influence of the Instagram account @yogyadiskon on buying interest/intention. The theory used in this study is Theory Reasoned Action, this theory is structured using the basic assumption that humans behave intentionally and consider all available information. The method used in this research is a quantitative approach to the survey method. The data collection technique uses primary data which in this study were obtained from followers of the @yogyadiskon Instagram account through questionnaires. The results of this study indicate that uploading the Instagram account @yogyadiskon affects buying interest/intention by 50.8%, while the remaining 49.2% is caused by other factors outside of this study.

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