PENGARUH INSTAGRAM ADS TERHADAP NIAT BELI UMKM  DJNK.TASFOTO

Farhan Pramudito; Irsanti Hasyim

doi:10.35906/jep.v11i1.2477

PENGARUH INSTAGRAM ADS TERHADAP NIAT BELI UMKM DJNK.TASFOTO

Farhan Pramudito, Irsanti Hasyim

Abstract

ABSTRAK

Salah satu media sosial yang paling banyak digunakan untuk berbisnis bagi UMKM adalah Instagram. Instagram merupakan media untuk membantu setiap orang untuk saling bertukar informasi dan memiliki fitur-fitur seperti like, comment, share dan lainya. Salah satu UMKMyang menggunakan instagram Ads adalah Djnk.Tasfoto. Djnk.tasfoto merupakan umkm yang beroperasi secara online dengan menggunakan media sosial instagram. berdasarkan hasil dari pengamatan yang dilakukan, penulis menemukan permasalahan bahwa terdapat penurunan penjualan yang memungkinkan adanya penurunan niat beli. Tujuan peenlitian ini adalah untuk mengetahui pengaruh instagram ads (X) dengan seluruh dimensinya (informasi, gambar, audio, harga, dan promosi) terhadap niat beli (Y) UMKM Djnk.Tasfoto. Penelitian ini merupkan applied research yang menggunakan metode cross- sectional dan metode explanatory. Penelitian ini juga bersifat kuantitatif dengan pengumpulan sampel menggunakan metode judgement sampling. Pengumpulan data dilakukan dengan menyebarkan kuisioner secara online kepada 126 responden. Hasil dari data tersebut dianalisis menggunakan regresi linear berganda dan analisis deskriptif. Berdasarkan hasil analisis deskriptif seluruh dimensi variabel instagram (infromasi, gambar, audio, harga, dan promosi) memiliki iterpretasi baik. Lalu didapatkan hasil dengan regresi linear berganda bahwa dimensi variabel instagram gambar, audio dan harga memiliki pengaruh secara signifikan terhadap niat beli konsumen umkm Djnk.Tasfoto dengan kontribusi sebesar 55,6%. Sedangkan dimensi variabel instagram informasi dan promosi tidak berpengaruh secara signifikan terhadap variabel niat beli konsumen umkm Djnk.Tasfoto.

ABSTRACT

One of the most widely used social media platforms for business among SMEs is Instagram. Instagram is a platform that helps people exchange information and features such as likes, comments, shares, and others. One SME that uses Instagram Ads is Djnk.Tasfoto. Djnk.tasfoto is an SME that operates online using the Instagram social media platform. Based on the results of the observations conducted, the researcher identified an issue where there was a decline in sales, which may indicate a decrease in purchase intent. The objective of this study is to determine the influence of Instagram Ads (X) and its various dimensions (information, images, audio, price, and promotions) on purchase intent (Y) for the SME Djnk.Tasfoto. This research is applied research using cross-sectional and explanatory methods. It is also quantitative in nature, with sample collection using judgment sampling. Data collection was conducted by distributing an online questionnaire to 126 respondents. The results of the data were analyzed using multiple linear regression and descriptive analysis. Based on the descriptive analysis, all dimensions of the Instagram variables (information, images, audio, price, and promotions) have positive interpretations. The results of the multiple linear regression analysis showed that the Instagram variable dimensions of images, audio, and price have a significant influence on the purchase intention of Djnk.Tasfoto SME consumers, with a contribution of 55.6%. Meanwhile, the Instagram variable dimensions of information and promotion do not have a significant influence on the purchase intention variable of Djnk.Tasfoto SME consumers

Full Text:

PDF (Bahasa Indonesia)

References

Ahdiat, A. (n.d.). Mayoritas Industri Mikro-Kecil Bergerak di Sektor Makanan: Databoks. Pusat Data Ekonomi dan Bisnis Indonesia.

https://databoks.katadata.co.id/datapublish/2022/03/30/mayoritas-industri-mikrokecil-bergerak-di-sektor-makanan

Chiu, Y. L., Chen, L. J., Du, J., & Hsu, Y. T. (2018). Studying the relationship between the perceived value of daring group-buying websites and customer loyalty: the moderating role of referral rewards. Journal of Business & Industrial Marketing,

(5), 665–679. doi: 10.1108/JBIM-03-2017-0083

Copeland, L. R., & Zhao, L. (2020). Instagram and theory of reasoned action: US consumers influence of peers daring and purchase intention.

International Journal of Fashion Design, Technology and Education, 13(3), 265-279. doi:10.1080/17543266.2020. 1783374

Dewi, I. R. (2022, June 9). Data Terbaru! Berapa Pengguna internet Indonesia 2022. CNBC Indonesia.

https://www.cnbcindonesia.com/tech/20220609153306-37

/data-terbaru-berapa-pengguna-internet-indonesia-2022

Gondodiyoto, Sanyoto. 2003. Audit Sistem Informasi Pendekatan Konsep. Media Global Edukasi, Jakarta

Hartawan, E., Liu, D., Handoko, M. R., Evan, G., & Widjojo, H. (2021). Pengaruh Iklan Di Media Sosial Instagram Terhadap Niat Beli Masyarakat Pada E-Commerce. Jurnal Ilmiah Manahemen Bisnis dan Inovasi Universitas Sam Ratulangi.8(1).

Haryo Limanseto. (2022, October 1). Perkembangan UMKM sebagai Critical Engine Perekonomian Nasional Terus Mendapatkan Dukungan Pemerintah. From Kementrian Koordiantor : https://www.ekon.go.id/

Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K. and Badahdah, R. (2019). WestminsterResearch Improving SMEs competitiveness with the use of Instagram

Influencer Advertising and eWOM. 27(2), 308–321.

Kotler, P. & Keller, K.L. (2016). Marketing Management (15th ed). New Jersey: Pearson Education.

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330. doi: 10.1108/MRR-07- 2015-0161

Template Jurnal Ekonomi Pembangunan (JEP)

Lee, S. H., & Workman, J. E. (2021). Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth. Journal of Global Fashion Marketing, 12(1), 16-31. doi: 10.1080/20932685.2020.1835523

Mehta, A., and Purvis, S.C., 1994, Evaluating Advertising Effectiveness through Advertising Response Modeling (ARM), Minneapolis, Advertising and Consumer Psychology Conference

Rolland, S. E., & Parmentier, G. (2013). The benefit of social media: Bulletin board focus groups as a tool for co-creation. International Journal of Market Research, 55(6), 809-827. doi: 10.2501/IJMR-2013-068

Satyo Fatwan. 2009. Intellectual Capital. Gramedia Pustaka Utama : Jakarta

Uma, S., & Roger, B. (2016). Research Method for Business : a Skill-Building

Approach/Uma Sekaran and Roger Bougie. (7th ed.). John Wiley & Sons.

Yudha, A. P., & Irawan, A. W.(2022). Analisa Iklan Melalui Fitur Instagram Ads terhadap Niat Beli Konsumen Frozen Food. JIMFE (Jurnal IlmiahManajemen Fakultas Ekonomi).8(1), 55–74.

Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How daring reviews affect purchase intention: a new model based on the stimulus-organism-response (SOR) framework. Aslib Journal of Information Management, 72(4), 463-488. doi:

1108/AJIM-11-2019-0308

Darmawan, I. (2006) “Pembangunan Manusia Sebagai Sarana Pemberdayaan Masyarakat Miskin”. Jurnal Economia, 2(1), 1-11.

Ebel, R.L. & Frisbie, D.A. (1991) Essential Of Educational Measurement (5th Edition). New Delhi: Prentice-Hall, Inc.

Krugman, P.R. (2012) International Economics: Theory & Policy (9th Edition). Boston: Addison-Wesley.

Sumarno (2012) “Implementasi Kebijakan Desentralisasi Pendidikan Dasar”. Laporan Penelitian. Yogyakarta: LPPM UNY.

White, H. (2007) Problem-Based Learning in Introductory Science Across Disciplines. Diakses dari http://www.udel.edu/chem/white/finalrpt.html pada tanggal 6 Januari

Yelle, L.E. (1980) “Industrial Life Cycles and Learning Curves: Marketing and Production Interaction”. Industrial Marketing Management, 9(4), 311-318.