Pengaruh Terpaan Media Sosial dan Brand Image Produk Fashion Terhadap Keputusan Pembelian Pada Followers Instagram @Erigostore

Abstract

            Social media is now used to introduce a product or service from a company, organization, or government. One of the companies that uses instagram social media as a medium for spreading information about their company's products is erigo. This study used quantitative methods using simple random sampling techniques and used the slovin formula which got the number of respondents as many as 345 out of 2.2 million population instagram followers @erigostore. Data collection techniques using questionnaires with the help of google forms. The data analysis technique in this study used multiple linear regression and coefficient of determination (R²). Based on the results of multiple linear regression analysis, it shows that the coefficient value in this study is Y = 6.680 + 0.397 X₁ + 0.271 X₂. While t counts of 9,156 (X₁) and 9,620 (X₂) are greater than t table 1,966. where H_o is rejected and H_a is accepted with a signifance of 0.001. It can be concluded that there is an influence between the exposure of social media and the brand image of fashion products on purchasing decisions on @erigostore followers. Based on the results of the f test It is known that the value of F counts 142.65 > F_table 3.02 with a significant value of 0.001 < 0.05 then Ho is rejected and H3 is accepted. It can be concluded that the exposure of social media (X1) and brand image (X2) together has a significant effect on purchasing decisions on the followers of the imstagram @erigostore in the medium category, namely with a coefficient of determination value (R²) of 45.5%.