PENGARUH PROMOSI PENJUALAN PAKAIAN WANITA ALMIRA SHOP DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN FOLLOWERS
Abstract: One of the advances
in mobile phone technology is smart phone and iOS which is a smart phone
operation system. It is used to support the means of communication where one of
the facilities is instagram. The instagram is used to do trading some products
(online shop). This study aimed to find out the sales promotion effect of
Almira women clothing shop on instagram toward followers purchasing decision.
In S-O-R theory, material object was human whose components’ souls are:
attitudes, opinions, behaviors, cognition, affection, and konasi. According to
this theory, organism results a particular behavior in certain stimulation
condition. The effect appeared is a specific reaction toward specific
stimulation. So, one can expect and predict compatibility between message and
communicant reaction.
This study used qualitative research whichdescribed and explained a
problem with generalized result. The research method was survey method which
used questionnaire as the data collection technique. The population of this
study was the followers of Almira Shop Pekanbaru instagram which has 7883
followers on its account. The researchersetthe samples of this study were the
Instagram account of Almira Shop followers who ever made purchasing. Using the
slovin formula, there were 80 people of the followers qualified as the sample.
In this study, Double linier regression with SPSS 16.00 program was used to
analyze the data.
Based on the result, it was obtained that the probability value(p value)
of sales promotion variabel (0.001) <α =0.1. It means that women clothing
sales promotion of Almira Shop on Instagram influenced the purchasing decisions
of the folowers. The influence contribution ofwomen's clothing sales promotion
of AlmiraShop in Instagram toward folowers purchasing decisions was 13.4%.
Based on the result, the value of 13.4 was extended from 0.00 to 0.199 which
was at the extremely weak category.
In short, the influence of women clothing sales promotion of Almira shop
on instagram toward the followers’ purchasing decision was weak. It was because
the lack of trust between Almira shop and its followers and lack of sales
promotion; such as contest, money-returned offer and discount in order to
stimulate the followers to keep making purchasing.
Penulis: Dameria Anggraini,
Rumyeni
Kode Jurnal: jpkomunikasidd150446
