Pengaruh Promosi melalui Media Sosial Instagram dan Harga terhadap Keputusan Pembelian Sepatu Kulit Merek Ciarmy

Abstract

Abstract. This study aims to find out Promotions through Instagram Social Media and Prices on Ciarmy Brand Leather Shoes in Bandung City and to find out respondents' responses regarding Promotions through Instagram Social Media and Prices and find out how much influence there is between Promotions through Instagram Social Media and Prices on Purchase Decisions on Shoes. Ciarmy Brand Leather in Bandung. The type of research used is descriptive and verification methods, using quantitative methods and calculations using SPSS 22.0 and sampling techniques using probability sampling using simple random sampling. Samples obtained as many as 95 people from the entire population. The population in this study are consumers who have purchased Ciarmy Brand Leather Shoes. The analytical method in this study uses multiple linear regression analysis which aims to determine the direction of the relationship between the Promotion variable through Instagram Social Media (X1) and the Price variable (X2) with the Purchase Decision variable (Y). Thus, it is stated that the results of the Promotion variable through Instagram Social Media partially have a significant effect on Purchase Decisions. Then the price partially has a significant effect on the Purchase Decision. And the Promotion variable through Instagram Social Media and Price simultaneously have a significant effect on the Decision to Purchase Ciarmy Brand Leather Shoes in Bandung City.

Abstrak. Penelitian bertujuan untuk mengetahui Promosi Melalui Media Sosial Instagram dan Harga pada Sepatu Kulit Merek Ciarmy di Kota Bandung dan untuk mengetahui tanggapan responden mengenai Promosi melalui Media Sosial Instagram dan Harga serta mencari seberapa besar pengaruh antara Promosi melalui Media Sosial Instagram dan Harga terhadap Keputusan Pembelian pada Sepatu Kulit Merek Ciarmy di Kota Bandung. Jenis penelitian yang digunakan yaitu metode deskriptif dan verifikatif, dengan menggunakan metode kuantitatif dan dilakukan perhitungan menggunakan SPSS 22.0 dan teknik penarikan sampel menggunakan probability sampling menggunakan simple random sampling. Sampel didapat sebanyak 95 orang dari keseluruhan populasi. Populasi pada penelitian adalah konsumen yang pernah melakukan pembelian Sepatu Kulit Merek Ciarmy. Metode analisis dalam penelitian menggunakan analisis regresi linier berganda yang bertujuan untuk mengetahui arah hubungan antara variabel Promosi melalui Media Sosial Instagram (X1) dan variabel Harga (X2) dengan variabel Keputusan Pembelian (Y). Dengan demikian dinyatakan hasil variabel Promosi melalui Melalui Media Sosial Instagram secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian harga secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Serta variabel Promosi melalui Media Sosial Instagram dan Harga secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Sepatu Kulit Merek Ciarmy di Kota Bandung.