Open AccessAnalysis Determinants of Consumer Attractiveness to Imported Fashion Products on The Instagram Platform
Author(s) -
Firda Sasmitha Dewi,
Norman Arif,
Ali Taman,
Imron Hamzah
Publication year - 2021
Publication title -
journal of business and management review
Language(s) - English
Resource type - Journals
ISSN - 2723-1097
DOI - 10.47153/jbmr23.942021
Subject(s) - attractiveness , clothing , accidental sampling , advertising , appeal , marketing , business , sample (material) , variables , promotion (chess) , variable (mathematics) , regression analysis , product (mathematics) , psychology , statistics , mathematics , geography , sociology , political science , mathematical analysis , population , chemistry , demography , geometry , archaeology , chromatography , politics , psychoanalysis , law
In this era of social media, more effort is needed to win consumer appeal, consumer interest is the goal of achieving sales. Therefore, it is necessary to have a strategy for the company to get consumer appeal. The purpose of this study was to analyze the factors that influence consumer attractiveness to imported clothes on social media, especially on Instagram. This study uses primary data through a questionnaire. The sample collection technique uses non-probability sampling with accidental sampling method. The samples obtained were 50 samples. This study uses multiple regression analysis methods using SPSS statistical tools. The empirical results show that partially the product variable and the variable price have no effect on the attractiveness of consumers on imported clothing, then the variable promotion has a significant effect on the attractiveness of consumers on imported clothing. In addition, simultaneously all the independent variables together have a significant positive effect on consumer attractiveness to imported clothing on Instagram.