Pengaruh Terpaan Media Instagram @bliblistore.Galaxymall Terhadap Minat Pembelian. (The influence of Instagram media exposure @bliblistore.Galaxymall Against Buying Interest).

Pratama, Ilham Risky (2024) Pengaruh Terpaan Media Instagram @bliblistore.Galaxymall Terhadap Minat Pembelian. (The influence of Instagram media exposure @bliblistore.Galaxymall Against Buying Interest). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of communication technology has given birth to the social media phenomenon which continues to experience rapid evolution. Social media has become a very relevant tool in developing and strengthening marketing strategies. Instagram has become one of the leading social media platforms in Indonesia. One of the cellphone buying and selling businesses in Surabaya that uses Instagram as a digital marketing communication medium is @bliblistore.galaxymall. The importance of purchase intention in the context of social media, especially Instagram, arouses research interest. This prompted the author to investigate "The Effect of Instagram Media Exposure @bliblistore.galaxymall on Purchase Interest." This research aims to understand the impact of exposure to Instagram media @bliblistore.galaxymall on purchasing interest. The main objective is to explore the extent to which exposure to social media influences consumer interest in making purchases. The method used in this research is a quantitative method. The type of research used is causal research. The sampling technique was carried out using the Purposive Sampling method. The sample population is 70 consumer respondents @bliblistore.galaxymall. The data collection technique was carried out by distributing questionnaires online via Google Form. The data analysis technique uses multiple linear regression analysis. The results of this research conclude that exposure to social media Instagram @bliblistore.galaxymall has a significant positive influence on customer purchase interest. The existence of a positive relationship between these two variables indicates that increasing customer exposure or interaction with content from the Instagram account will result in an increase in their purchasing interest. This conclusion illustrates how important the role of social media is in influencing consumer shopping behavior.

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