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Hubungan antara Daya Tarik Iklan Instagram Nah Project dengan Keputusan Pembelian Konsumen

Authors

  • Alamsyah Nusantara Azis Fakultas Ilmu Komunikasi, Universitas Islam Bandung
  • Aning Sofyan Universitas Islam Bandung

DOI:

https://doi.org/10.29313/jrmk.v1i1.65

Keywords:

Komunikasi, Pemasaran, Iklan, Daya Tarik, Instagram

Abstract

Abstract. Instagram is a social media that is widely used to provide commercial product information. One of the business actors who carry out promotional activities through the Instagram media is a shoe product produced by NAH Project Bandung City, where promotional posts through Instagram that do it have an appeal that consists of meaningful, believable and dinstinctive aspects. The appeal can have implications for the attitude of the followers or reviewers of the content of photos and videos uploaded through the account @nah.project. The purpose of this study was to determine the meaningful relationship with consumer purchasing decisions on Instagram @ nah.project account, believable relationship with consumer purchasing decisions on Instagram @ nah.project account and distinctive relationship with consumer purchasing decisions on Instagram @ nah.project account. The research method used in this research is a quantitative method to measure the extent of the relationship between the attractiveness of NAH project advertisements on Instagram with consumer purchasing decisions. The conclusion of this study is the results of this study indicate that there is a strong relationship between the Meaningful aspect with Consumer Purchasing Decisions, there is a very strong relationship between aspects of Purchasing with consumer purchasing decisions and There is a strong relationship between Distinctive aspects with Consumer Purchasing Decisions on NAH shoe products Project.

 

Abstrak. Instagram merupakan salah satu media sosial yang banyak dimanfaatkan untuk memberikan informasi produk komersial. Salah satu pelaku usaha yang melakukan kegiatan promosi melalui media Instagram adalah produk sepatu yang diproduksi oleh NAH Project Kota Bandung, dimana postingan promosi melalui instagram yang dilakukannya tersebut memiliki daya tarik yang terdiri dari aspek meaningful, believable dan dinstinctive. Daya Tarik tersebut dapat memberikan implikasi sikap bagi para followers atau reviewer dari kontens foto dan video yang diunggah melalui akun @nah.project. Adapun Tujuan penelitian ini untuk mengetahui hubungan meaningful dengan keputusan pembelian konsumen pada akun Instagram @nah.project, hubungan believable dengan keputusan pembelian konsumen pada akun Instagram @nah.project dan hubungan distinctive dengan keputusan pembelian konsumen pada akun Instagram @nah.project. Metode penelitian yang di gunakan dalam penelitian ini adalah metode kuantitatif untuk mengukur sejauhmana keeratang hubungan daya Tarik iklan NAH project di Instagram dengan keputusan pembelian konsumen. Kesimpulan dari penelitian ini adalah Hasil penelitian ini menunjukkan bahwa Terdapat hubungan yang kuat antara aspek Meaningful dengan Keputusan Pembelian Konsumen, terdapat hubungan yang sangat kuat antara aspek Beliavble dengan keputusan pembelian konsumen dan Terdapat hubungan yang kuat antara aspek Distinctive dengan Keputusan Pembelian Konsumen terhadap produk sepatu NAH Project.

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Published

2021-07-06