Open AccessPENGARUH PROMOSI BUKU PENERBIT MEDIAKITA DI INSTAGRAM TERHADAP PROSES KEPUTUSAN PEMBELIAN GENERASI Z
Author(s) -
Widuri Dwi Astuti,
Retor A.W. Kaligis
Publication year - 2004
Publication title -
jurnal ilmu komunikasi/jurnal ilmu komunikasi
Language(s) - English
Resource type - Journals
eISSN - 2548-8643
pISSN - 1829-6564
DOI - 10.24002/jik.v18i1.2955
Subject(s) - advertising , descriptive statistics , psychology , computer science , mathematics , business , statistics
: This research examines the use of digital technology, Instagram, as a means to promote books. Through Instagram, Penerbit Mediakita targets Generation Z, a figital age group that assumes the virtual world as a part of their reality. The questionnaire is distributed via the Instastory of @mediakita and responded by 1.547 followers. Data are analyzed using descriptive statistics and simple linear regression. This study concludes that Instagram has a significant effect on the buying decision process. However, a better strategy and more attractive and interactive promotional content are required.