The Influence Of Advertising, Marketing Content And Social Media Interactions On Consumer Purchasing Decisions Instagram @KAYOO.Id
Pengaruh Iklan, Konten Pemasaran Dan Interaksi Media Sosial Terhadap Keputusan Pembelian Konsumen Instagram @KAYOO.Id
DOI:
https://doi.org/10.21070/ups.11222Keywords:
Advertising, Marketing Content, Social Media Interaction, Purchasing DecisionAbstract
This study aims to analyze the influence of advertising, marketing content, and social media interaction on consumer purchasing decisions on the Instagram account @kayoo.id. The research employed a quantitative approach using a survey method by distributing questionnaires to 150 respondents who were active followers of the @kayoo.id Instagram account. The sampling technique used was purposive sampling. Data were analyzed using multiple linear regression with the assistance of Python software through Google Colab. Prior to regression analysis, the data were tested through validity, reliability, and classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests.
The results indicated that all research instruments were valid and reliable. Partially, advertising had a positive and significant effect on purchasing decisions with a significance value of 0.000, marketing content had a positive and significant effect with a significance value of 0.003, and social media interaction had a positive and significant effect with a significance value of 0.001. The analysis also revealed that advertising, marketing content, and social media interaction simultaneously influenced consumer purchasing decisions. The coefficient of determination (R²) value of 0.847 indicates that 84.7% of the variation in purchasing decisions can be explained by these three independent variables, while the remaining 15.3% is influenced by other factors outside the scope of this study. These findings demonstrate that digital marketing strategies through Instagram play an important role in improving consumer purchasing decisions for KAYOO MSMEs.
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