Pengaruh Konten di Instagram @mop.beuty Terhadap Keputusan Pembelian

Abstract

In the modern era, many entrepreneurs use social media as a tool for online transactions or e-commerce, one of which is Instagram. A beauty product entrepreneur that utilizes social media as an online transaction platform is Mother Of Pearl. The purpose of this study is to determine the extent of the influence of Mother Of Pearl’s social media content on followers of the Instagram account @mop.beauty, the purchasing decisions of consumers who follow the @mop.beauty Instagram account, and to measure the effect of social media content on purchasing decisions for Mother Of Pearl products. This study is based on Marketing Communication theory by Kotler and Keller, Content theory by Rebecca Lieb, Social Media theory by Nasrullah, Instagram theory by Miles, and Purchasing Decision theory by Kotler and Keller. The research method used is a survey with a quantitative approach. The population of this study consists of followers of the Instagram account @mop.beauty, with 409 comments recorded on the account, and the sample size was calculated to be 80 respondents using the Slovin formula. Data collection was conducted using a Google Form questionnaire. The sampling technique employed was probability sampling with simple random sampling. The data analysis technique used was simple linear regression. The results of this study indicate that there is a significant influence of social media content on purchasing decisions for Mother Of Pearl products. The obtained t-value is 2.912.With R Square 0,917, indicating that social media content contributes 9.17% to purchasing decisions, while the remaining 8.3% is influenced by other factors.