Utilization of Promotion Strategy on Purchase Intention Instagram Followers @paktani.co on Vegetable Pack Products

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Published: Oct 12, 2023
DOI: https://doi.org/10.20956/jsep.v19i3.25576
Keywords:
Promotion strategy; instagram; purchase intention Strategi promosi; instagram; minat beli

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Serrina Dwi Handini
Universitas Brawijaya
Fadli Mulyadi
Universitas Brawijaya
Vi’in Ayu Pertiwi
Universitas Brawijaya

Abstract

The presence of social media is considered to facilitate users in buying and selling products. However, not all marketers have a strategy for marketing their products on social media. This research was conducted to explore the influence of social media promotion strategies carried out by the @paktani.co instagram account because it is considered less extensive in marketing its products. Therefore, it is necessary to further investigate the effect of promotional strategies carried out by the @paktani.co instagram account to determine the purchase intention of the products offered. This research was conducted from October to December 2022, with 100 respondents determined through judgment sampling and analyzed using multiple linear regression analysis. The result of this study is that the level of interest in buying vegetable packs on the @paktani.co Instagram account is at a medium level and already at the stage of desire to buy the product. There is a positive and significant influence on the context and connection variables on the interest in buying vegetable packs partially. Meanwhile, all independent variables, namely context, communication, collaboration, and connection, have a positive and significant effect together with a contribution of 57.1% to the purchase intention of packaged vegetables on the @paktani.co Instagram account.

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How to Cite
Handini, S. D., Mulyadi, F. . and Ayu Pertiwi, V. . (2023) “Utilization of Promotion Strategy on Purchase Intention Instagram Followers @paktani.co on Vegetable Pack Products”, Jurnal Sosial Ekonomi Pertanian, 19(3), pp. 207-218. doi: 10.20956/jsep.v19i3.25576.
Issue
Vol. 19 No. 3 (2023): October, 2023
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

This works is under Creative Commons Attribution License
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