PENGARUH MEDIA SOSIAL INSTAGRAM DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH PADA MAHASISWA AKTIF PROGRAM STUDI MANAJEMEN ANGKATAN 2022-2025 UIN SUNAN GUNUNG DJATI BANDUNG
DOI:
https://doi.org/10.61722/jemba.v3i5.3149Keywords:
Marketing Management, Instagram Social Media, Influencer Marketing, Purchasing Decisions, Wardah, StudentsAbstract
The development of digital technology has driven changes in marketing strategies carried out by companies, one of which is through the use of Instagram social media and influencer marketing. Both strategies are used to increase consumer appeal and influence purchasing decisions. This study aims to determine the influence of Instagram Social Media on Purchasing Decisions, the influence of Influencer Marketing on Purchasing Decisions, and the influence of Instagram Social Media and Influencer Marketing simultaneously on Purchasing Decisions of Wardah products among active students of the Management Study Program, class of 2022–2025, UIN Sunan Gunung Djati Bandung. This study is a quantitative study with descriptive and verification methods. The study population consisted of 1,083 active students of the Management Study Program, class of 2022–2025, UIN Sunan Gunung Djati Bandung. The sample determination used a purposive sampling technique so that 200 respondents were obtained who met the research criteria. The results showed that Instagram Social Media had a positive and significant effect on Purchasing Decisions (t count = 5.179; sig. = 0.000). Influencer Marketing also has a positive and significant effect on Purchasing Decisions (t count = 8.540; sig. = 0.000). Simultaneously, both variables have a positive and significant effect on Purchasing Decisions (F count = 345.230; sig. = 0.000). The Adjusted R Square value of 0.776 indicates that Instagram Social Media and Influencer Marketing are able to explain 77.6% of the variation in Purchasing Decisions, while the remaining 22.4% is influenced by other factors outside the study. Thus, both variables are proven to have a positive and significant effect on Purchasing Decisions for Wardah products, both partially and simultaneously.
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