Pengaruh Penggunaan Media Sosial Instagram terhadap Keputusan Pembelian Pelanggan Amifa Boutique Pekanbaru
DOI:
https://doi.org/10.61231/7j7zmb09Keywords:
Customers, Fashion MSME, Instagram, Purchase decision, Social MediaAbstract
This study aims to determine the impact of using Instagram on customer purchasing decisions at Amifa Boutique Pekanbaru. The study employs a quantitative approach with an associative research design. The population consisted of 1,417 Amifa Boutique Instagram followers, with a sample of 100 respondents selected using purposive sampling. Data were collected via questionnaires and analyzed using descriptive analysis, normality tests, linearity tests, heteroscedasticity tests, simple linear regression, t-tests, and the coefficient of determination (R²). The results show that Instagram usage falls into the high category (mean score of 3.76), as does the level of purchasing decisions (mean score of 3.79). The t-test yielded a t-value of 16.345 with a significance level of 0.000 (<0.05), indicating that Instagram usage has a positive and significant effect on customer purchasing decisions. The coefficient of determination (0.732) indicates that Instagram usage explains 73.2% of the variation in purchasing decisions, while the remaining 26.8% is influenced by factors outside the scope of this study.
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