The influence of Instagram @Warunk_upnormal social media marketing communication strategy in marketing products on consumer buying interest

Intan Sagita

Abstract


In business world, the use of social media to market products already sounds familiar. Social media is used as a practical liaison tool between business people and customers, without having to think about time and location. One of the many culinary businesses that implement promotional strategies using social media, especially Instagram. Warunk Upnormal is a company that actively offers and introduces their products through social media. Promotions carried out through Instagram have more advantages because social media has a wide reach coupled with 423,000 Instagram account followers which makes the account quite known to potential consumers. This research was conducted in generalization with a focus on followers who have an active character in using Instagram media and following @warunk_upnormal accounts. Then the observations made in this study used questionnaires as direct observations of objects. Based on the influence of variable X (Social Media Influence) and variable Y (Buying Interest) based on the results of the coefficient of determination has an influence of 18.8%, while 82.1% is influenced by other factors outside this study. From the results of a simple linear regression test with the results of the regression coefficient having a positive value, it can be stated if there is an influence between the independent variable and the dependent variable. It can be concluded that the influence of Warunk Upnormal Instagram social media has an influence on consumer buying interest.   

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References


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DOI: https://doi.org/10.12928/sylection.v3i1.14190

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