PENGARUH SOCIAL MEDIA MARKETING PADA INSTAGRAM TERHADAP MINAT BELI CHATIME INDONESIA

Delicia Tungka, Michaela Meilinda Lionardo, Sienny Thio, Vido Iskandar

Abstract


Abstrak
Instagram merupakan salah satu bagian dari media sosial yang sangat banyak digunakan oleh orang Indonesia. Terdapat 5 aspek dari social media marketing yaitu Entertainment, Customization, Trendiness, Interaction, dan Word-of-Mouth. Penelitian ini bertujuan untuk mengetahui pengaruh dari aspek social media marketing pada Instagram terhadap minat beli di Chatime Indonesia. Penelitian ini melibatkan 114 responden pengguna Instagram di Indonesia. Jenis penelitian yang digunakan adalah kuantitatif kausal. Hasil penelitian ini menunjukkan aspek yang berpengaruh secara positif dan signifikan terhadap minat beli di Chatime Indonesia adalah aspek Customization dan Trendiness, sedangkan aspek Entertainment, Interaction, dan Word-of-Mouth berpengaruh namun tidak signifikan terhadap minat beli di Chatime Indonesia.
Kata Kunci: Social Media Marketing, Minat Beli, Instagram, Chatime Indonesia
Abstract
Instagram is one of the most used social media in Indonesia. There are 5 aspects of social media marketing which are Entertainment, Customization, Trendiness, Interaction, and Word-of-Mouth. This study aims to determine the effect of social media marketing Instagram towards purchase intention at Chatime Indonesia. 114 respondents were involved in this study. This study’s type of research is causal quantitative. The results indicate the aspects related to Customization and Trendiness have a positive and significant effect on purchase intention at Chatime Indonesia, while Entertainment, Interaction, and Word-of-Mouth have the effect but not significant to the purchase intention at Chatime Indonesia.
Keywords:
Social Media Marketing, Purchase Intention, Instagram, Chatime Indonesia


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References


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