Pengaruh Lifestyle, Selebgram dan Costumer Review Terhadap Keputusan Pembelian di Media Sosial Instagram (Studi Eksplanatif pada Followers Selebgram Palembang @Jihannabilaaaaa)
DOI:
https://doi.org/10.31851/jmanivestasi.v4i2.13226Abstract
ABSTRACT
The aim of this research is to find out how lifestyle, celebrity and customer reviews influence purchasing decisions on Instagram social media. This research is a survey research with three independent variables lifestyle, celebgram and customer reviews as well as the dependent variable purchasing decisions, using data collection techniques by distributing questionnaires to 100 respondents who are followers of the Palembang celebgram @jihannabilaaaaa. The sampling technique is accidental sampling. For data analysis using multiple regression analysis. The research results show that the customer review variable has a greater influence than the lifestyle and celebrity variables. The results show that consumers have an orientation towards customer reviews regarding purchasing decisions on Instagram social media compared to lifestyle and celebrity programs. So that business people can increase sales promotions through customer reviews from all consumers as a strategy development in marketing so that consumers are interested and can generate interest in purchasing.
Keywords: Lifestyle, Celebrity, Customer Reviews, and Purchase Decisions.
ABSTRAK
Tujuan dari penelitian ini untuk mengetahui bagaimana pengaruh lifestyle, selebgram dan costumer review terhadap keputusan pembelian di media sosial instagram. Penelitian ini merupakan penelitian survey dengan tiga variabel bebas lifestyle, selebgram dan costumer review serta variabel terikat keputusan pembelian, dengan menggunakan teknik pengumpulan data dengan menyebarkan kuesioner terhadap 100 responden followers selebgram palembang @jihannabilaaaaa. Teknik sampling yaitu accidental sampling. Untuk analisis data menggunakan analisis regresi berganda. Hasil penelitian menunjukan bahwa variabel costumer review lebih besar pengaruhnya daripada variabel lifestyle dan selebgram. Hasil menunjukan konsumen memiliki orientasi pada costumer review terhadap keputusan pembelian di media sosial instagram dibandingkan dengan lifestyle dan selebgram. Sehingga para pelaku bisnis bisa meningkatkan promosi penjualanan melalui costumer review dari semua konsumen sebagai pengemabangan strategi dalam pemasaran sehingga konsumen tertarik dan dapat menimbulkan minat pembelian.
Kata kunci: Lifestyle,Selebgram, Costumer Review, dan Keputusan Pembelian.
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