Pengaruh Media Sosial Instagram, Variasi Produk dan Kualitas Produk Terhadap Minat Beli
Abstract
The interest in purchasing is an essential aspect to consider in managing an institution or company to achieve its goals. This research aims to determine the influence of Instagram social media on purchasing interest at Maju Aquarium Fish Store, the influence of product variation on purchasing interest at Maju Aquarium Fish Store, the influence of product quality on purchasing interest at Maju Aquarium Fish Store, and the simultaneous influence of Instagram social media, product variation, and product quality on Maju Aquarium Fish Store. This research uses descriptive analysis. The method applied is Multiple Linear Regression Analysis. The data analysis technique applies the SPSS program to process and analyze data. Quantitative descriptive is applied as a method in this study in which variables are measured through a Likert scale. Data collection methods are carried out by distributing questionnaires to respondents. The research sample is consumers of Maju Aquarium Fish Store. The results of this research state that: (1) Instagram social media has a positive and significant influence on purchasing interest at Maju Aquarium Fish Store with a significance of 0.015 < 0.05. (2) Product variation has a positive and significant influence on purchasing interest at Maju Aquarium Fish Store with a significance of 0.001 < 0.05. (3) Product quality has a positive and significant influence on purchasing interest at Maju Aquarium Fish Store with a significance of 0.001 < 0.05. Instagram social media, product variation, and product quality simultaneously provide a significant influence of 0.001 > 0.05.
References
Afriyanti, Tika, and Rose Rahmidani. 2019. “Pengaruh Inovasi Produk, Kemasan, Dan Variasi Produk Terhadap Minat Beli Ice Cream Aice Di Kota Padang.” Jurnal Ecogen 2(3):270. doi: 10.24036/jmpe.v2i3.7333.
Ariesandy, Prayogi, and Dinda Amanda Zuliestiana. 2019. “Pengaruh Social Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Ladyfameshop.” E-Proceeding of Management 6(2):2767.
Baidowi, M. .. 2021. “Pengaruh Strategi E-Marketing Dan Variasi Produk Terhadap Minat Beli Konsumen.” Jurnal Kompetitif 10(1). doi: 10.52333/kompetitif.v10i1.751.
Ghozali, Imam. 2018a. “Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro. Variabel Pemoderasi.” E-Jurnal Akuntansi Universitas Udayana 23(2):1470.
Ghozali, Imam. 2018b. “Aplikasi Analisis Multivariete SPSS 25.”
Hidayat, Fendi. 2020. “Analisa Data Pengaruh Akun Instagram @Kulinerkotabatam Terhadap Minat Beli Konsumen.” Bit (Fakultas Teknologi Informasi Universitas Budi Luhur) 17(2):29–32. doi: 10.36080/bit.v17i2.1132.
Ibrahim, Malik, and Sitti Marijam Thawil. 2019. “Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen.” Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 4(1):175–82. doi: 10.36226/jrmb.v4i1.251.
Irawan, Muhammad Rizal Nur. 2020. “Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Minat Beli Konsumen Pada Pt. Satria Nusantara Jaya.” Ekonika : Jurnal Ekonomi Universitas Kadiri 5(2):140. doi: 10.30737/ekonika.v5i2.1097.
Kotler, P. et al. 2012. Principles of Marketing. Pearson.
Kotler, P. et al. 2021. Marketing Management. Pearson Education.
Larasati, Virginia, and Elsie Oktivera. 2019. “Media Sosial Instagram Berpengaruh Terhadap Minat Beli Produk Wardah.” Jurnal Administrasi Kantor 7(1):31–40.
Lestari, Budi, and Ivo Novitaningtyas. 2021. “Pengaruh Variasi Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Konsumen Pada Coffeeville-Oishi Pan Magelang.” Jurnal Nasional Manajemen Pemasaran & SDM 2(3):150–59. doi: 10.47747/jnmpsdm.v2i3.374.
Nabillah, A. Z., Taruna, H. I., & Warsono, W. (2023). Pengaruh Media Sosial Promosi, Variasi Produk Dan Kualitas Produk Terhadap Minat Beli Produk Skincare Somethinc. Jurnal Administrasi Bisnis, 3(2), 64-72.
Peburiyanti, Desi, and Sabran Sabran. 2022. “Pengaruh Promosi Penjualan, Variasi Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Pada Butik Kanabini Di Tenggarong.” Jurnal Ekonomi & Manajemen Indonesia 20(1):29–39. doi: 10.53640/jemi.v20i1.771.
Rahmadhani, N. D., and M. Trianita. 2022. “… Variasi Produk Dan Kualitas Produk Terhadap Minat Beli Ulang Konsumen (Studi Kasus: Konsumen Produk Ms Glow Di Kota Padang).” Abstract of Undergraduate … 4–6.
Ramadhina, A., and M. Mugiono. 2022. “Pengaruh Desain Kemasan, Variasi Produk Dan Kualitas Produk Terhadap Minat Beli Konsumen.” Jurnal Manajemen Pemasaran Dan … 01(1):59–67.
Saputra, Hidayat et al. 2021. “Pengaruh Citra Merek, Kualitas Produk, Kualitas Pelayanan, Presepsi Hargaa, Dan Tempat Terhadap Minat Beli Pada Bakso Sido Kangen Pekanbaru.” Jurnal Bisnis Terapan 1(1):48–61.
Sari, Saidah Putri. 2020. “Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen.” Psikoborneo: Jurnal Ilmiah Psikologi 8(1):147. doi: 10.30872/psikoborneo.v8i1.4870.
Soeprapto, Sheila Rosalind, and Tina Melinda. 2019. “Dampak Media Instagram Dan Kualitas Produk Pada Minat Pembelian Frozen Empal.” Media Mahardhika 17(2):212. doi: 10.29062/mahardika.v17i2.78.
Sugiono. 2016. Metode Penelitian Kuantitatif, Kualitatif Dan R&D.
Suryadi. 2022. “PENGARUH PENGGUNAAN SOSIAL MEDIA INSTAGRAM DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT SKRIPSI OLEH : PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MEDAN AREA MEDAN Medan Area Diajukan Sebagai Salah Satu Syarat Memperoleh Gelar Sarjana F.”
Susanto, Yerry, and Realize Realize. 2022. “Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada PT Ndexindo Mandiri Indonesia.” ECo-Buss 5(2):508–18. doi: 10.32877/eb.v5i2.459.
Syafira, Julda et al. 2021. “Pengaruh Instagram @Pesenkopi_id Terhadap Minat Beli Konsumen.” Jurnal Ekonomi Pertanian Dan Agribisnis 5(3):828–39. doi: 10.21776/ub.jepa.2021.005.03.20.
Tasman, Abel et al. 2020. Manajemen Keuangan Perusahaan : Prinsip Dasar, Teori Dan Aplikasi. Yogyakarta: Mirra Buana Media.
Willy, Muhamad. 2019. “Dan Harga Terhadap Minat Beli Konsumen Helm Kyt Di Jakarta Utara.”
Copyright (c) 2024 Ali Maksum, Dian Prasetyo Widyaningtyas, Bonaventura Hendrawan Maranata
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).