Pengaruh Konten Pemasaran Instagram terhadap Minat Beli Pelanggan (Studi Kasus di Jordan Corner di Yogyakarta)

Riza Kurniasari, Ajita Da Silva Dus Reis Doa, Harry Cahyono, Iknasius Kon, Muinah Fadhilah

Abstract


This research aims to study the influence of marketing content on Instagram stories @jordancorner on customer buying interest. This research uses the Stimulus-Response (SR) theory. The method used is a quantitative method. To obtain data using a questionnaire distributed to respondents. The population in this study were all 97,700 followers of the Instagram account @jordancorner. This research uses random sampling techniques and simple linear regression. Processing questionnaire test data uses statistics products and service solutions (SPSS) software. The research results reveal that there is an influence of marketing content on Instagram stories @jordancorner on customer buying interest of 37.3% but in the weak category.


Keywords


marketing content; Instagram; purchase interest.

Full Text:

PDF

References


Amalia, CD, & Lubis, EE., 2020. Pengaruh content marketing pada Instagram Stories @lcheesefactory terhadap minat beli konsumen. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik, 7(1), 1-11.

Azzariaputrie, AN, & Avicenna, F. 2023. Pengaruh Content Marketing TikTok terhadap Customer Engagement (Studi Kuantitatif pada Akun TikTok SilverQueen Selama Masa Kampanye Banyak Makna Cinta). Jurnal Netnografi Komunikasi , 1(2), 20-25.

Chandra, CN, & Sari, WP, 2021. Pengaruh Content Marketing terhadap Customer Engagement (Studi pada Akun Instagram LazadaID). Prologia, 5(1), 191-197.

Irianto, DR, 2021. Pengaruh Content Marketing dan Brand Image terhadap Minat Beli Produk Mitra Bukalapak : Studi Konsumen Mitra Bukalapak di Kota Malang, Disertasi, Universitas Islam Negeri Maulana Malik Ibrahim.

Muzakki, N., & Hidayat, R. 2021. Pengaruh Content Instagram Marketing Terhadap Minat Beli Pada Masa Pandemi Covid-19 (Studi Kasus di Sarawa.co). eProsiding Sains Terapan, 7(1)

Pangiuk, A., & Cahyani, DA, 2023. Pengaruh Konten Pemasaran Media Sosial Tiktok Terhadap Keputusan Pembelian Konsumen Shopee di Kota Jambi. Jurnal Ilmiah Universitas Batanghari Jambi, 23(2), 2497-2499.

Sugiyono, 2019, Metode Penelitian, kualitatif, kuantitatif dan R&D, Alfabeta

Yudhistir, 2022, Reliabilitas dan Konsistensi Internal data: Signifikansi Menghitung Koefisien Alpha Cronbach dalam Penelitian Pendidikan, International Journal of Humanities and Social Science Invention (IJHSSI), 11(4), 9-14




DOI: http://dx.doi.org/10.33087/jiubj.v24i2.4686

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

ADRESS JOURNAL

JURNAL ILMIAH UNIVERSITAS BATANGHARI JAMBI (JIUBJ)
Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jiubj.unbari@gmail.com, Phone: 0741-670700

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.