The Influence of Instagram Social Media and Service Quality on Consumer Purchase Decisions at Jersey Waysport Apparel Jombang Convection, Kota Tangerang Selatan
DOI:
https://doi.org/10.58174/ijimes.v1i3.54Keywords:
Instagram Social Media; Quality of Service; Purchase DecisionAbstract
This study aims to determine the influence of Instagram social media and Service Quality on consumer Purchase Decisions in Jersey Waysport Apparel Jombang Convection, South Tangerang City. The research method used is a quantitative and associative approach. The number of respondents in this study was 97 people who were selected using the purposive sampling method. Based on the results of the partial test (t-test), the Instagram Social Media variable (X1) was proven to have a positive and significant influence on the Purchase Decision (Y), with a calculated t value of 8.172 > t table 1.985, and a significance value of 0.000 < 0.05. Likewise, the variable Quality of Service (X2) showed a positive and significant influence on the Purchase Decision (Y), with a t calculation of 9.298 > t table 1.985 and a significance value of 0.000 < 0.05. Meanwhile, the results of the simultaneous test (F test) showed that F was calculated as 62.769 > F table 3.093, with a significance value of 0.000 < 0.05. Thus, simultaneously Instagram social media and Service Quality have a significant effect on consumer Purchase Decisions. The results of this study show that the use of Instagram social media and improving Service Quality play an important role in encouraging Purchase Decisions. Therefore, Jersey Waysport Apparel Convection is advised to continue to optimize the use of Instagram social media as a means of marketing and communication and improve the quality of service in serving consumers. By focusing on these two aspects, companies can be more effective in driving consumer purchasing decisions and improving business competitiveness amid the fierce competition in the convection industry.
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