UTILIZING INSTAGRAM AS ONLINE BUSINESS MEDIA

Abstract

The purpose of this explanation is to see the relationship of Instagram social media insights to online business product sales. The Instagram social media insights were obtained from two promotional program products owned by the company, namely Product Content promotion (advertising) and Campaign Content (sales promotion). The two promotional program products are displayed in two ways, namely through feeds and stories. Feeds are a type of promotion that is carried out by placing promotional content on Instagram accounts that work with Online businesses. Promotion on feeds will last for a certain period of time before it will eventually be removed. Story is a new Instagram social media feature where Instagram social media users can see the latest content on the story feature so that it is separate from the feeds feature. This story feature has a shorter time span compared to feeds before being automatically deleted by Instagram. Insights on the feeds feature are the number of likes and the number of comments on a piece of content, while on the story feature it is the number of impressions. Feeds, comments and impressions are indicators of the dependent variable. As for the independent variable is sales with an indicator of the number of sales in quantity. Multiple linear regression is used as an analytical tool because the data obtained is also interval so that there is no doubt about the process of interpreting the results. The framework of thought in this study can be seen in the figure.