The Effect of Instagram Stories Ads on Purchasing Decisions of Bandung State Polytechnic Students
Abstract
The purpose of this study was to determine the effect of Instagram stories advertisements on the purchasing decisions of Bandung State Polytechnic students. The sample used in this study was 110 Instagram user respondents. This study uses a quantitative descriptive method with data analysis methods in the form of validity tests, reliability tests, correlation analysis, and simple regression analysis. The data collection technique uses a media questionnaire that is distributed through social media and directly face-to-face. In this study, the results obtained were 43.4% of the influence of Instagram stories advertisements on the purchasing decisions of Bandung State Polytechnic students, while 56.6% of the purchasing decisions of Bandung State Polytechnic students were influenced by other variables not tested in this study. The results of this study indicate that Instagram stories advertisements influence the purchasing decisions of Bandung State Polytechnic students, but the effect is included in the low criteria.
References
Desai, V. (2019). Fostering Innovation, Integration and Inclusion through Interdisciplinary Practices in Management. International Journal of Trend in Scientific Research and Development, Special Issue-FIIIIPM2019, 91–94. https://doi.org/10.31142/ijtsrd23072
Firmansyah, A. (2020). Buku Komunikasi Pemasaran (Issue July). Qiara Media. https://www.researchgate.net/publication/342644678
Gursida, H., & Harmon. (2017). Metode Penelitian Bisnis dan Keuangan (p. xii + 234 hal. 26 cm).
Ihwan, H. (2021). Pengaruh Iklan Instagram S tories dan Iklan Instagram Timeline terhadap Keputusan Pembelian Mahasiswa Ilmu Komunikasi, Universitas Mercu Buana Yogyakarta Angkatan 2016 dan 2017.
Indriani, E., & Salma, N. D. H. (2021). The Effect of Using Information and Communication Technology On The Performance of SMEs in Bandung During The Covid-19 Pandemic. International Journal Administration, Business and Organization (IJABO) |, 2(3), 10–22. https://ijabo.a3i.or.id
Kusuma, D. F., & Sugandi, M. S. (2019). Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Digital Yang Dilakukan Oleh Dino Donuts. Jurnal Manajemen Komunikasi, 3(1), 18. https://doi.org/10.24198/jmk.v3i1.12963
Menitulo Gohae, Paskais Dakhi, & Timotius Duha. (2021). Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Pada Ud. Anisa Kecamatan Telukdalam Kabupaten Nias Selatan. Jurnal Ilmiah Mahasiswa Nias Selatan, 4, 297–308.
Pratama, Y. B. (2020). International Journal Administration , Business & Organization. International Journal Administration, Business & Organization, 1(3), 47–53.
Prihartono, R. M. S. (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). Jimea, 4(1), 106–113. http://download.garuda.ristekdikti.go.id/article.php?article=1490064&val=12596&title=ANALISIS KOMPARATIF PENGUKURAN KINERJA ENTITAS SYARIAH DENGAN BALANCE SCORECARD DAN MASLAHAH SCORECARD
Ramadhany, A. P., & Nopebrianti, N. (2022). The Effect of Promotion on Consumer Purchase Decisions for GrabFood (Study in The City of Tasikmalaya). International Journal Administration, Business and Organization (IJABO) |, 3(1), 7–18. https://ijabo.a3i.or.id
Sholeh, M., Rachmawati, R. Y., & Susanti, E. (2020). Penggunaan Aplikasi Canva Untuk Membuat Konten Gambar Pada Media Sosial Sebagai Upaya Mempromosikan Hasil Produk Ukm. SELAPARANG Jurnal Pengabdian Masyarakat Berkemajuan, 4(1), 430. https://doi.org/10.31764/jpmb.v4i1.2983
Syamaun, S. (2019). 81 | Jurnal At-Taujih Bimbinan dan Konseling Islam. Vol. 2 No. 2 Juli - Desember 2019 (http://jurnal.ar-raniry.ac.id/index.php/Taujih). Jurnal At-Taujih Bimbingan Dan Konseling Islam, 2(2), 81–95.
Zakirah, dinda marta almas. (2018). Mahasiswa Dan Instagram ( Study Tentang Instagram Sebagai Sarana Membentuk Citra Diri Di Kalangan Mahasiswa Universitas Airlangga ) Disusun Oleh : Dinda Marta Almas Zakirah Departemen Sosionlogi Universitas Airlangga Surabaya. Semester Ganjil 2017 / 2018. S1 Sosiologi Fisip Universitas Airlangga, 1–21.
Copyright (c) 2023 Ditabi Pera Slamet
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
