PENGARUH POSTING KULINER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN (ANALISA REGRESI SEDERHANA PADA FOLLOWERS AKUN JOGJATASTE DI YOGYAKARTA)

Nadia Nur Annisa, NIM.: 17107030106 (2024) PENGARUH POSTING KULINER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN (ANALISA REGRESI SEDERHANA PADA FOLLOWERS AKUN JOGJATASTE DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

As time progress, technological advancements have depeloped rapidly. The emergence of various new media undoubtedly serves an effective bridge for informations consumption by humans. With the advancement of technology, humans can quickly, deeply and universally access informations. This study use the Stimulus Response Theory and aims to determine the magnitude of the influence of Instagram account jogjataste as a media on purchasing decisions among its followers in Yogyakarta by using a quantitative research method. The sample consists of 100 respondents from a population of 418.000 people. The sample selected by using probability sampling, specifically simple ransom sampling. The data were analyzed using simple regression analysis. The result show that value of r square is 0. 367% effect on purchasing decisions, while the remaining 63.3% is influenced by other factors. The amount of influence applies at an error tolerance level of 10%.

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