FACHRHESA, HARDIMAS DAFFA (2024) INSTAGRAM TOWARDS THE BUYING DECISION OF PRODUCTS POSTING IN THROOX SEMARANG. Skripsi thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA.

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Abstract

This quantitative study on creative industry investigates whether social media marketing influences Instagram's purchase decision of product posting in Throox. Semarang. To get the data, the writer used a questionnaire from Muslihah (2018) which is modified and distributed to 40 customers who follow Throox.Semarang’s Iinstagram account. The data received was processed using SPSS to determine each item's mean and whether social media marketing impacts Instagram and the customers’ buying decisions. The result of the questionnaire showed that social media marketing on Instagram did not have an impact on customers’ buying decisions. In other words, a negative correlation exists between social media marketing on Instagram and the buying decision. This was proven by the result shown in Pearson's correlation coefficient, which is 0.745 that showed a negative correlation. Using Pearson’s correlation coefficient, however, the respondents' perception on social media marketing by use of on Instagram was negative as the mean is above 2. This mean result of >2 suggested that the customers should have seen Instagram as a positive influence to their buying decision. This is why it can be concluded that the respondents perceived the buying decision negatively. Due to this finding, this research concluded that the managers of the Instagram account did not do their best in taking advantage of the social media to promote the creative industry on Throox.semarang clothing business. As a consequence, customers do not rely on Instagram to decide what clothes to buy, instead they come directly to the shop to make their buying decisions.

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