PENGARUH PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING PADA MASYARAKAT TEMBILAHAN

Abstract

Abstract: This research aims to find out whether promotion via Instagram social media has a significant influence on purchasing decisions for Scarlett Whitening products in the Tembilahan community. sample size 50 people. With data collection techniques through questionnaires and data analysis used is quantitative analysis using a Likert Scale and SPSS version 25 program. The data analysis methods used are instrument testing, logical assumption testing, multiple regression testing, and hypothesis testing. Research results from the Determination Coefficient Test obtained an adjusted R Square (R2) value of 0.945, this means that 94.5% of the Purchasing Decision variables are influenced by explanatory variables, namely Context (X1) Communication (X2), Collaboration (X3) Connection (X4) The remaining 5 .5% is influenced by other variables that are not equalized in the variables of this research. From the t test or partial test, it proves that the Context Variable (X1) influences the Purchase Decision (Y), the Communication Variable (X2) influences the Purchase Decision (Y), the Collaboration Variable (X3) influences the Purchase Decision (Y), the Connection Variable ( X4) has no effect on the Purchasing Decision (Y) Scarlett Whitening Tembilahan, Testing the f test or simultaneously shows that the variables Context (X1), Communication (X2), Collaboration (X3), Connection (X4), together have an effect on the Decision Purchase (Y) Scarlett Whitening