Pengaruh Media Sosial Terhadap Perilaku Konsumen : Studi Kasus Instagram dan Pembelian Produk Fashion

Authors

  • Nursapia Harahap
  • Hafiz Mansyur Universitas Islam Negeri Sumatera Utara
  • Nadya Dwi Ananda Universitas Islam Negeri Sumatera Utara
  • Dwi Arlintang Universitas Islam Negeri Sumatera Utara
  • Elisa Damayanti Universitas Islam Negeri Sumatera Utara
  • Susan Ramadhani Universitas Islam Negeri Sumatera Utara
  • Nisrina Ardra Hafizha Universitas Islam Negeri Sumatera Utara
  • Afrini Yuninda Silitonga Universitas Islam Negeri Sumatera Utara
  • Rangga Diva Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/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.

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Published

2024-06-29

How to Cite

Nursapia Harahap, Hafiz Mansyur, Nadya Dwi Ananda, Dwi Arlintang, Elisa Damayanti, Susan Ramadhani, Nisrina Ardra Hafizha, Afrini Yuninda Silitonga, & Rangga Diva. (2024). Pengaruh Media Sosial Terhadap Perilaku Konsumen : Studi Kasus Instagram dan Pembelian Produk Fashion. Da’watuna: Journal of Communication and Islamic Broadcasting, 4(4), 1711 –. https://doi.org/10.47467/dawatuna.v4i4.3473