Pengaruh Fitur Iklan Di Sosial Media Instagram Terhadap Purchase Intention Konsumen Di Kota Bandung

Aristiovani Azis Mardikantoro, Citra Kusuma Dewi

Abstract

Abstrak
Perkembangan teknologi informasi dan komunikasi yang sangat pesat di era digitalisasi saat ini tentunya akan
berdampak pada gaya hidup masyarakat semakin berubah, salah satunya berpengaruh pada perilaku konsumen yang
menginginkan informasi secara akurat, efektif dan efisien. Salah satu media sosial yang digandrungi pada saat ini adalah
Instagram. Media sosial instagram merupakan salah satu jejaring sosial yang cukup banyak digunakan oleh perusahaan
di Indonesia untuk memperkenalkan, mempromosikan dan menginformasikan produk mereka. Adapun tujuan dari
penelitian ini adalah untuk mengetahui pengaruh dari Performance expectancy, hedonic motivation, habit, interactivity,
informativeness, dan perceived relevance terhadap purchase intention konsumen pada sosial media Instagram.
Adapun metode penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan
deskriptif dan kausal dengan menggunakan teknik analisis regresi linier berganda menggunakan software IBM SPSS versi
25. Instrumen skala pengukuran pada penelitian ini menggunakan skala likert. Adapun metode pengambilan sampel yang
digunakan peneliti adalah purposive sampling dengan total responden berjumlah 100 orang.
Berdasarkan hasil penelitian variabel Performance Expectancy, Hedonic Motivation, Interactivity, Informativeness,
dan Perceived Relevance memiliki pengaruh positif dan signifikan terhadap Purchase Intention, sedangkan variabel Habit
tidak berpengaruh signifikan terhadap Purchase Intention. Kemudian hasil penelitian menunjukkan bahwa besarnya
kontribusi seluruh variabel bebas yang diteliti terhadap Purchase Intention sebesar 83,9%. Sedangkan sisanya 16,1%
dijelaskan oleh variabel bebas lainnya yang tidak diteliti dalam penelitian ini.
Kata Kunci: Kinerja Harapan, Motivasi Hedonis, Kebiasaan, Interaktif, Informatif, Relevansi, Minat Beli.
Abstract
The development of information and communication technology that is very fast in the current digitalization era will
have an impact on people's lifestyles that are increasingly changing, one of which concerns consumers who need accurate,
effective and efficient information. One of the social media that is loved at the moment is Instagram. Instagram social
media is one of the most widely used social networks by companies in Indonesia to introduce, promote and introduce
their products. Performance expectancy, hedonic motivation, habits, interactivity, informativeness, and perceived
relevance are the six main factors in social media advertising that can influence interest in buying products on Instagram.
The research method used in this research is quantitative research with descriptive and causal research using
multiple linear regression analysis techniques using IBM SPSS software version 25. Measurement scale instruments in
this study use a Likert scale. The sampling method used was purposive sampling with a total of 100 respondents receiving
respondents.
Based on the results of the study the variables of Performance Expectancy, Hedonic Motivation, Interactivity,
Informativeness, and Perceived Relevance have a positive and significant relationship to Purchase Intentions, while the
Habit variable does not significantly influence Purchase Intention. Then the results of the study showed that the
contribution to the independent variables issued to Purchase Intentions was 83.9%. While the remaining 16.1% was
approved by other independent variables which were not approved in this study.
Keywords: Performance Expectancy, Hedonic Motivation, Habit, Interactivity, Informativeness, Perceived Relevance,
Purchase Intentions..

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