PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP MINAT BELI PRODUK FASHION DI CIKARANG

Abstract

The purpose of this research is to determine the influence of Social Media Marketing through Instagram on Consumer Purchase Intention of Fashion Product in Cikarang. This study focuses on the dimensions of Social Media Marketing, those are Context (X1), Communication (X2), Collaboration (X3), Connection (X4) on Purchase Intention (Y). The study population is the people who live in Cikarang. The sampling technique used in this study is non-probability sampling with the type of purposive sampling, samples are the people who live in Cikarang, own and use an Instagram account with a sample of 150 respondents. Based on the results of multiple linear analysis using SPSS 24.0, it shows that the Context and Communication variables have no significant effect on consumer purchase intention, but the Collaboration and Connection variables significantly influence consumer purchase intention. While the results of ANOVA (simultaneously), Context, Communication, Collaboration and Connection significantly influence the puchase intention of fashion products through Instagram.