Pengaruh Content Marketing Instagram Terhadap Minat Beli Di Masa Pandemik Covid-19 (studi Kasus Pada Sarawa.co)

Abstrak

ABSTRAK Dimasa pandemic Covid-19 yang membuat semua orang sulit untuk beraktifitas diluar rumah. Sarawa.co menjadikan Instagram sebagai platform media sosial utama dalam aktivitas digital Marketing sebagai solusi untuk melakukan penjualan dimasa pandemic Covid-19. Hingga saat ini Sarawa.co telah memiliki followers sebanyak 1339. Dengan jumlah followers sebanyak itu sarawa.co baru mengunggah 25 konten di Instagram. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh content Marketing Instagram yang diturunkan melalui dimensi variabel reader cognition (x1), sharing motivation (x2), persuation (x3), decision making (x4), factors (x5) terhadap minat beli (Y). Metode penelitian yang digunakan adalah penelitian kuantitatif deskriptif dengan jenis sampling Nonprobability Sampling dengan jenis purposive sampling. Metode analisis yang digunakan yaitu regresi linier sederhana. Penelitian ini melakukan penyebaran kuesioner dengan 100 responden, melalui media online kepada followes Sarawa.co. Hasil penelitian berdasarkan tanggapan dari 100 responden, diperoleh persamaan regresi linier sederhana yaitu Y = 9,871+0,151X, dan hasil koefisien determinasi memperoleh 0,341 atau 34,1% yang dapat disimpulkan bahwa Content Marketing Instagram berpengaruh secara simultan terhadap Minat Beli sebesar 34,1%. Kata Kunci : Content Marketing, Minat Beli, Marketing, Instagram ABSTRACT During the Covid-19 pandemic, it made it difficult for everyone to do activities outside the home. Sarawa.co has made Instagram the main social media platform for digital Marketing activities as a solution for making sales during the Covid19 pandemic. Until now, Sarawa.co has 1339 followers. With that many followers, sarawa.co has just uploaded 25 content on Instagram. The purpose of this study was to determine the effect of Instagram content Marketing which is derived through the variabel dimensions of reader cognition (x1), sharing motivation (x2), persuation (x3), decision making (x4), factors (x5) on purchase interest (Y). The research method used is descriptive quantitative research with nonprobability sampling type and purposive sampling type. The method of analysis used is simple linear regression. This study conducted questionnaires with 100 respondents through online media to followes Sarawa.co. The results of the study based on the responses of 100 respondents, obtained a simple linear regression equation, namely Y = 9.871 + 0.151X, and the results of the coefficient of determination obtained 0.341 or 34.1% which can be concluded that Instagram Marketing Contents simultaneously influence Purchase Intention by 34.1% . Keywords: Content Marketing, Purchase Interest, Marketing, Instagram