PERAN MEDIA SOSIAL INSTAGRAM DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PRODUK PENTOL MISS YOU DI CABANG SUMBER KAB.CIREBON
Abstract
The aim of this research is to determine the role of social media Instagram (X1) and price (X2) on consumer buying interest (Y) in Miss You Pentol products at the Cirebon Regency source branch. The method used in this research is quantitative with a quantitative descriptive approach and the population in this research is 29,200 consumers. The sampling technique used was proportional random sampling using a questionnaire technique with a sample of 100 respondents. The analytical tool uses instrument testing, classical assumption testing, regression testing, autocorrelation testing and coefficient of determination as well as hypothesis testing. The results of the social media variable have a significant effect on buying interest with a t value of 15,524 > t table 1,984 and a Sig value < 0.05 (0.000 < 0.05). The results of the price variable on buying interest with tcount of 21,980 > ttable 1.984 and the value of Sig. < 0.05 (0.000 < 0.05). The results of the social media and price variables simultaneously have a significant effect on buying interest with a calculated f value of 247,078 > 3,090 and a Sig. < 0.05 (0.000 < 0.05). The results of the research concluded that there was a positive and significant influence, both partially and simultaneously, between the role of social media Instagram and price on consumer buying interest in Miss You pentol products at the Sumber branch, Cirebon Regency.
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