PENGARUH SOCIAL MEDIA MARKETING MELALUI AKUN INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA LAZADA INDONESIA

Abstract

The research entitled “The Influence of Social Media Marketing Through Instagram Accounts on Purchase Decision at Lazada Indonesia” aims to find out whether social media marketing which consists of content creation, content sharing, connecting, and community building has a simultaneous or partial influence on purchase decision. The method used in this research is quantitative with purposive sampling data collection technique. The criteria for respondents in this study are Instagram users, have or are following Lazada’s Instagram account, and have made online purchases at Lazada at least once. The research data were obtained by distributing questionnaires to 100 samples according to criteria. The data analysis used in this research is descriptive analysis, instrument test, classical assumption test, multiple linear analysis, and hypothesis testing. The results show that social media marketing which consists of content creation, content sharing, connecting, and community building simultaneously has an influence on purchase decisions, content creation, connecting, and community building partially has an influence on purchase decisions, while content sharing partially has no influence on purchase decisions.