PENGARUH AKUN BISNIS MEDIA SOSIAL INSTAGRAM, WORD OF MOUTH DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KUE ULANG TAHUN HOMEMADE DI KOTA MAKASSAR

This research is purposed to know : (1) The influence of promotional strategies through social media Instagram on the decision to purchase homemade birthday cake products in
Makassar, (2) The influence of word of mouth (WOM) on the decision to purchase homemade birthday cake products in Makassar, (3) The effect of Product Innovation on the decision to purchase homemade birthday cake products in Makassar, (4) The influence of Promotion through social media Instagram, Word of Mouth (WOM) and Product Innovation simultaneously on the decision to purchase homemade birthday cake products in Makassar. The research design is survey
research. Population in observational it is consumers of homemade birthday cake products in Makassar. Technique sampling of this research is using a questionnaire,amounting to 100 respondents. The data analysis technique used is multiple linear regression. The result of this research indicated that : (1) Social Media Instagram has a positive and significant effect on purchasing decisions, (2) Word of Mouth has a positive and significant effect on purchasing
decisions, (3) Product Innovation has a positive and significant effect on purchasing decisions (4) Social Media Instagram, Word of Mouth, and Product Innovation simultaneously has a positive and significant effect on purchasing decisions. It means that the higher or good promotion through social media Instagram, Word of Mouth, and Product Innovation, it will have an impact on the customer’s purchasing decision.