PENGARUH IKLAN MEDIA SOSIAL INSTAGRAM TERHADAP PURCHASE INTENTION MASYARAKAT SURABAYA DI W BALI – SEMINYAK

Reynaldo Reynaldo(1*), Venia Venia(2), Hanjaya Siaputra(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Abstrak
Di zaman sekarang ini, perkembangan media sosial semakin mempengaruhi
kehidupan manusia. Media sosial memiliki berbagai peran dalam kehidupan kita,
salah satunya media sosial sebagai media pemasaran. Dalam penelitian ini, peneliti
menggunakan Instagram sebagai salah satu contoh media pemasaran. Penelitian ini
bertujuan untuk mengetahui seberapa besar pengaruh media pemasaran Instagram
terhadap Purchase Intention Masyarakat Surabaya di W Bali – Seminyak. Dalam
penelitian ini, terdapat tiga indikator dalam media pemasaran yaitu attitude towards
the ad, ad recall, dan click through rates. Hasil penelitian ini menunjukkan bahwa
ketiga indikator tersebut berpengaruh positif dan signifikan terhadap purchase
intention Masyarakat Surabaya di W Bali – Seminyak. Ad recall merupakan indikator
yang paling dominan terhadap purchase intention masyarakat Surabaya di W Bali –
Seminyak.
Kata Kunci : Media Sosial, Indikator Online Marketing, Instagram, Purchase
Intention.
Abstract
Nowadays, the development of social media increasingly influences human life.
Social media has various roles in our lives, one of them is social media as an online
marketing. In this study, researchers used instagram as an example of online marketing.
This research aims to determine the impact of social media instagam ads towards
purchase intention of Surabaya’s citizens at W Bali – Seminyak. In this research, there
are three indicators of online marketing including attitude towards the ad, ad recall, dan
click through rates. The results of this study indicate that the three indicators have a
positive and significant effect on purchase intention of Surabaya’s citizens at W Bali –
Seminyak. Ad recall is the most dominant indicator on purchase intention of Surabaya’s
citizens at W Bali – Seminyak.
Keywords : Social Media, Online Marketing Indicator, Instagram, Purchase Intention.


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