ANALISIS PENGGUNAAN MEDIA SOSIAL INSTAGRAM DALAM MENDORONG MINAT BELI PRODUK BSI KANTOR CABANG BSD PASAR MODERN

Abstract

The aim of this study is to investigate whether Branch Office BSI BSD customers who use Instagram social media affect their purchasing interest in BSI Branch Office Pasar Modern BSD products. The use of Instagram as a social media platform is studied as an independent variable, and purchase intention is studied as a dependent variable. This study employs quantitative methods. This study's population consists of Instagram followers who are registered as customers of Branch Office BSI Pasar Modern BSD. The research sample consists of 75 respondents. Statistical data analysis method using SPSS version 25 for the research sample comprises 75 people. SPSS version 25 for Windows is used to assess statistical data. A large percentage of BSI Instagram social media users are aged between 25 and 32 and between 33 and 40 and are financially independent; those over 41 are likely to be technologically illiterate. Meanwhile, young people are likely to use Instagram as an additional source of information and entertainment. Validity, reliability, normality, the coefficient of determination test, and regression analysis are all used to analyze the data. According to the study's findings, customers who use social media such as Instagram are less likely to purchase BSI Branch Office BSD products at Pasar Modern in South Tangerang City. The regression analysis According to the study's findings, customers who use social media such as Instagram are less likely to purchase BSI KC BSD products at Modern Market in South Tangerang City.