PENGARUH PROMOSI DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN JASA MAKEUP ARTIS

Abstract

This study aims to find out about promotions on Instagram @imdproject whether the Promotion variable (X) affects Consumer Purchase Interest on Instagram social media @imdproject (Y). The population in this study were customers who had ordered makeup artist services on social media Instagram @imdproject with a population of 97 followers using the Non-Probability Sampling technique, saturated sample method with a quantitative approach. Using a questionnaire/questionnaire data collection technique, the analysis technique uses a 5-point Likert scale. Data analysis techniques using instrument analysis testing research, classical assumptions, and hypothesis testing with the help of the SPSS application program version 26. And the results of this study note that the promotion variable (X1) has a significance value of 0.000 with a beta value of unstandardized coefficients of 0.494. These results indicate that the significance value is less than 0.05, which means that H1 supported and H0 rejected. Based on these results, it can be concluded that the promotion variable (X1) is stated to have a positive and significant effect on the purchase intention variable (Y).