Influence of Promotion through Instagram on Consumer Buying Interest (Study on Consumers of Nangkring Seblak in Cimahi)
Abstract
This study aims to examine the influence of promotion through Instagram social media on consumer purchasing interest in Nangkring Seblak MSMEs in Cimahi. This study uses a quantitative descriptive approach involving 104 respondents selected using a purposive sampling method. The results of the study indicate that promotion through Instagram significantly influences consumer purchasing interest with a contribution of 55.9%, while 44.1% is influenced by other factors. Promotional aspects such as context, communication, collaboration, and connection have been shown to play an important role in attracting consumer interest. These findings indicate that promotional strategies through Instagram are effective in increasing brand awareness and consumer purchasing interest, although ongoing evaluation is still needed to optimize results. In practice, MSMEs can utilize Instagram to reach a wider market by presenting interesting and relevant content. From a theoretical perspective, this study supports the literature related to the influence of social media on consumer behavior and provides a basis for further research in the field of digital marketing.
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