PENGARUH PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN WALL DECOR KENDARI

Abstrak

Abstract This study aims to determine and analyze the influence of promotion through Instagram social media on consumer buying interest at Wall Decor Kendari. In today's digital era, social media platforms like Instagram serve as effective and efficient promotional tools for businesses, especially UMKM. This research uses a quantitative method with an associative approach. The sampling technique used Slovin’s formula, resulting in 100 respondents who are followers of the @walldecorkendari Instagram account. Data was collected through questionnaires and analyzed using simple linear regression with the help of SPSS. The results indicate that promotion through Instagram (X) has a positive and significant effect on consumers’ buying interest (Y). Promotions carried out using Instagram features such as stories, feeds, and reels significantly contribute to attracting attention, generating interest, desire, and ultimately consumer purchasing decisions. Therefore, Instagram social media proves to be an effective promotional strategy to increase consumer buying interest.

Kata kunci

• Buying Interest
• Instagram
• Promotion
• Social Media