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Research Paper | Marketing | Indonesia | Volume 9 Issue 8, August 2020 | Popularity: 6.9 / 10

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A Measurement Tool to Analyze Consumers Purchase Decision Making towards Social Media Marketing on Instagram

Nur Islah Prestyasih, Indrawati

Abstract: The technology is always developing, therefore also for the use of the internet. One of the platfrom on the internet that are used is social media, including Instagram. Instagram has been accessed by the users since 2010 and ten years after it was launched, there are more than one billion users in the world. From those numbers, there are 60 million users in Indonesia. Because of the popularity of Instagram, there are many business accounts that use this social media as a platform to promote their product. ABC Company is one of the businesses that uses Instagram to promote their products. The effects of customers toward the social media marketing that has been done by the ABC Company need to be understand in the purpose of predicting the purchase decision of the customers on ABC Company products. The model of this study is based on Kinanti and Putri (2017) with a few modification. The pilot test was conducted on 30 respondents to prove the validity and reliability of the model used in this research. The result from the test shows that 24 items from 5 variables are valid and reliable. Therefore, the measurement tool of this study is qualified to be used in further study.

Keywords: Instagram, purchase decision, social media marketing

Edition: Volume 9 Issue 8, August 2020

Pages: 1129 - 1131

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