PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM DAN PROMOSI DARI MULUT KE MULUT TERHADAP PEMBELIAN PADA KONSUMEN PUBLIS ICE INDONESIA DI TAKALAR

Sukmasari. 2024. The Influence of Promotion through Instagram Social Media and Word of Mouth Promotion on Purchases at Public Ice Indonesia in Takalar, supervised by Un Dini Imran and Bahrul Ulum Ilham.
This study aims to analyze (1) The partial influence of promotion through Instagram social media and word of mouth promotion on purchases of Public Ice Indonesia products in Takalar. (2) The simultaneous influence of promotion through Instagram social media and word of mouth promotion on purchases of Public Ice Indonesia products in Takalar. (3) Identify the dominant variable between promotion through Instagram social media and word of mouth promotion on purchases of Public Ice Indonesia products in Takalar.
The research sample consists of 97 respondents who are consumers of Public Ice Indonesia in Takalar. The study utilized multiple linear regression analysis with data collection conducted through questionnaires using Likert scales.
The results of the study indicate that (1) Promotion through Instagram social media significantly influences the purchase of Public Ice Indonesia products. (2) Word of mouth promotion significantly influences the purchase of Public Ice Indonesia products. (3) Both promotion variables simultaneously have a significant impact on the purchase of Public Ice Indonesia products. (4) The most dominant variable affecting purchases is promotion through Instagram social media.