Keputusan Pembelian Konsumen pada Media Sosial Instagram
Consumer Purchase Decisions on Instagram Social Media
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh pembuatan konten, berbagi konten, koneksi, dan pembangunan komunitas terhadap keputusan pembelian. Studi ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 107 responden. Instrumen penelitian yang digunakan mencakup kuesioner, survei, dan tinjauan literatur. Analisis data dilakukan dengan menggunakan SPSS. Temuan penelitian mengindikasikan hal berikut: 1) pembuatan konten memiliki pengaruh positif terhadap keputusan pembelian; 2) berbagi konten tidak memiliki pengaruh signifikan atau berpengaruh negatif terhadap keputusan pembelian; 3) koneksi tidak memiliki pengaruh signifikan atau berpengaruh negatif terhadap keputusan pembelian; 4) pembangunan komunitas memiliki pengaruh positif terhadap keputusan pembelian. Para peneliti bertujuan untuk memahami apakah konten yang dihasilkan dan dibagikan di platform media sosial memiliki pengaruh signifikan terhadap pilihan konsumen saat melakukan pembelian.
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