Pengaruh Sosial Media Instagram dan Shopping Fashion Involvement Terhadap Keputusan Pembelian Pada Sarisana Udeng Bali di Desa Peguyangan Kangin Denpasar

Komang Eddy Krismantara; Putu Sri Hartati; I Made Astrama

doi:10.32795/vol4wamrtno1th24

Komang Eddy Krismantara Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
Putu Sri Hartati Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
I Made Astrama Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Purchasing Decision; Social Media Instagram; Shopping Fashion Involvement

Abstract

The purpose of this study is to find out how the influence of social media instagram and shopping fashion involvement on purchasing decisions both partially and simultaneously. This research was conducted at Sarisana Udeng Bali. The number of samples taken was 92 respondents. The data collection techniques are observation, interviews, documentation, literature and questionnaires. While the data analysis techniques are validity tests, reliability, classical assumption tests, multiple linear regression analysis, multiple correlations, t (t test), determination, and f (f test). The test results showed that there was a positive and significant influence between social media instagram on purchasing decisions judging from the results of the t-test obtained t1-count is 9,366 greater than the t-table of 1,671 and a sig value of 0.000 so that the first hypothesis is accepted. There is a positive and significant influence between shopping fashion involvement on purchasing decisions judging from the results of the t-test obtained t2-count is 4,545 greater than the t-table of 1,671 and a sig value of 0.000 so that the second hypothesis is accepted. There is a positive and significant influence between social media instagram and shopping fashion involvement on purchasing decisions seen from the F-count is 145,233 greater than the F-table of 3.11 so the third hypothesis is accepted. This research advice is expected by Sarisana Udeng Bali to always provide updates on emerging trends and how to use traditional clothing that matches the current trend.

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