PENGARUH MEDIA PROMOSI INSTAGRAM DAN MEREK TERHADAP MINATBELI KONSUMEN (STUDI UKM DOCTOR FASHION DI KOTA BANJARMASIN)

Abstract

This study tested and proved empirically the effect of media promotion instagram and brand to purchase
intention customers (study to UKM Doctor Fashion In Banjarmasin). Using quantitative methods with
causal relationships. The population in this study is followers Doctor Fashion Instagram with a sampel
100 respondents. The sample using technic probability sampling with simple random sampling and slovin
methods. Data analysis techniques use multiple liniear regression. The results showed that’s the effect of
instagram advertising media (0,381) and brand (0,966) partially significant (0,002 & 0,000) to purchase
intention customers. Simultaneously (52,095) instagram advertising and brand have an effect significant
(0,000) to purchase intention customers. Therefore, the using more active of application instagram to
advertising media and brand to product, the more effect to purchase intention customers and being to
magnetism purchase. Managerial implications for UKM Doctor Fashion in Banjarmasin to have an
purchase intention customers