The Influence of Social Media Instagram and Brand Equity to Purchase Decision on Telkomsel One Products
Journal Title: International Journal of Social Science And Human Research - Year 2024, Vol 7, Issue 07
Abstract
The objective of this research is to determine the impact of Social Media Instagram @telkomselone and Brand Equity Telkomsel One and their influence on customer interest in using Telkomsel One. Data was obtained from 384 respondents who were prepaid card users, had Instagram accounts and had viewed content on Instagram @telkomselone. The method used is quantitative where primary data obtained from the questionnaire. The data analysis technique in this research used Partial Least Square Structural Equation Model (PLS-SEM) utilizing SmartPLS software. The findings of this research show that Social Media Instagram has a significant influence on Purchase Decision. The Social Media variable has a t statistics value of 2.325 > t table = 1.96 and P-values = 0.020 < α= 0.050. The Path Coefficient value of the Social media variable is positive at 0.163. This shows the influence of Social Media Instagram on Telkomsel One's purchase Decision. Brand Equity has a significant effect on Purchase Decision. The Brand Equity variable has a t statistics value of 9,471 > t table = 1.96 and P-values = 0.000 < α= 0.050. The Path Coefficient value of the Brand Equity variable is positive at 0.602. This shows the influence of Telkomsel One's Brand Equity on Telkomsel One's purchase Decision. It can be concluded that these two variables influence Purchase Decision to use Telkomsel One Products.
Authors and Affiliations
Febrie Indriawan Sudradjat, Rina Djunita Pasaribu, Mohammad Riza Sutjipto
Keywords
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- EP ID EP741468
- DOI 10.47191/ijsshr/v7-i07-128
- Views 34
- Downloads 0
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