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All Journal Da'watuna: Journal of Communication and Islamic Broadcasting
Hafiz Mansyur
Universitas Islam Negeri Sumatera Utara
Religion Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Pengaruh Media Sosial Terhadap Perilaku Konsumen : Studi Kasus Instagram dan Pembelian Produk Fashion Nursapia Harahap; Hafiz Mansyur; Nadya Dwi Ananda; Dwi Arlintang; Elisa Damayanti; Susan Ramadhani; Nisrina Ardra Hafizha; Afrini Yuninda Silitonga; Rangga Diva
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 4 No. 4 (2024): Da'watuna: Journal of Communication and Islamic Broadcasting (In Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v4i4.3473

Abstract

This study aims to examine the influence of social media usage, particularly Instagram, on consumer behavior in the context of fashion product purchases. The method used in this research is a quantitative approach, with data collected through questionnaires distributed to respondents. The results show that Instagram usage has a significant impact on the frequency of fashion product purchases. The t-test reveals that each additional hour of Instagram use per day significantly increases the frequency of fashion purchases. These findings indicate the importance of Instagram as an effective marketing platform in the fashion industry.
Co-Authors Afrini Yuninda Silitonga Dwi Arlintang Elisa Damayanti Nadya Dwi Ananda Nisrina Ardra Hafizha Nursapia Harahap Rangga Diva Susan Ramadhani