EFEKTIVITAS MEDIA SOSIAL INSTAGRAM PADA AKUN @JKTFOODHUNTING DALAM KEPUTUSAN PEMBELIAN KULINER - Dewi Sri Wulan Sura Wati, - (2022)
Penelitian ini bertujuan untuk mengetahui efektivitas media sosial Instagram yang dipaparkan Nasrullah (2015) yaitu meliputi participation & engagement, opennes, conversation, community, dan connectedness terhadap keputusan pembelian. Metode penelitian yang digunakan adalah metode kuantitatif analisis deskriptif dan verifikatif. Perolehan data dilakukan dengan cara menyebarkan kuesioner kepada 100 responden yang merupakan followers akun Instagram @jktfoodhunting. Berdasarkan hasil penelitian, diketahui bahwa efektivitas media sosial Instagram terhadap keputusan pembelian produk kuliner di Kota Jakarta secara simultan termasuk pada golongan "kuat" yaitu dengan nilai 0,752. Selain itu, dimensi conversation pada variabel efektivitas media sosial Instagram berpengaruh secara parsial terhadap keputusan pembelian. This research aims to determine the effectiveness of social media Instagram described by Nasrullah (2015) which includes participation & engagement, openness, conversation, community, and connectedness to purchasing decisions. The research method used is quantitative method using descriptive and verification analysis. The data was obtained by distributing questionnaires to 100 respondents who are followers of the Instagram account @jktfoodhunting. Based on the results of the research, it is known that the effectiveness of social media Instagram on purchasing decisions for culinary products in the city of Jakarta is simultaneously included in the "strong" group with a ratio of 0.752. Furthermore, the dimensions of conversation on the social media Instagram effectiveness variable have a partial effect on purchasing decisions.