Open AccessPENGARUH IKLAN DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI MASYARAKAT PADA E-COMMERCE
Author(s) -
Erick Hartawan,
Delfin Liu,
Marc Richardo Handoko,
Geraldo Evan,
Handyanto Widjojo
Publication year - 2021
Publication title -
jurnal ilmiah manajemen bisnis dan inovasi universitas sam ratulangi
Language(s) - English
Resource type - Journals
eISSN - 2621-2331
pISSN - 2356-3966
DOI - 10.35794/jmbi.v8i1.33853
Subject(s) - advertising , promotion (chess) , humanities , business , marketing communication , social media , business administration , art , political science , politics , law
Abstract: In line with the development of Instagram usage as social media, many companies advertise their offerings through Instagram to build consumers’ purchase intention through e-commerce. This research aims to explore and identify the factors on Instagram ads that significantly influence purchase intention on e-commerce. Mixed-methods are conducted through interviews, focus group discussion, literature review, and survey. The findings show that promotion, image, and information on Instagram significantly influence purchase intention through e-commerce. The e-commerce companies could benefit from the research findings to optimize their marketing communicationand increase the e-commerce transaction. Abstrak: Dengan semakin berkembangnya penggunaan Instagram sebagai media sosial, maka banyak perusahaan yang memasang iklan pada Instagram untuk membangun keinginan membeli konsumen. Penelitian ini bertujuan menggali faktor-faktor pada iklan di Instagram yang mempengaruhi minat membeli melalui e-commerce. Pendekatan mixed-methods dilakukan melalui wawancara, focus group discussion, tinjauan pustaka, dan survey. Hasil penelitian ini menunjukkan pengaruh faktor promosi, gambar dan informasi pada iklan di Instagram terhadap intensi pembelian melalui e-commerce. Perusahaan e-commerce dapat meningkatkan transaksi e-commerce dengan mengoptimalkan faktor-faktor tersebut dalam strategi komunikasi pemasarannyaKeywords: Instagram, e-commerce, promotion, image, information Kata Kunci: Instagram, e-commerce, promosi, gambar, informasi