Pengaruh Social Media “Instagram” @somethincofficial terhadap Keputusan Pembelian Konsumen Produk Skincare Somethinc

Abstract

The widespread adoption of social media in everyday life has altered the way consumers gather information and make purchasing decisions. This research aims to investigate the impact of promotional activities carried out through the Instagram account @somethincofficial on consumer decisions to purchase Somethinc skincare products. A quantitative research approach was implemented by distributing questionnaires to a sample of 100 respondents. The study used a non-probability sampling method, specifically targeting followers of the @somethincofficial Instagram account. Data analysis involved descriptive statistics and simple linear regression to examine respondents’ views on Instagram promotions and their influence on purchasing behavior. The results demonstrate that promotional efforts on Instagram by @somethincofficial have a statistically significant effect on purchasing decisions. The independent variable (Instagram promotion) accounts for 62% of the variance in purchasing decisions, with the remaining 38% explained by other factors. These findings suggest that promotional intensity via @somethincofficial positively correlates with consumers' purchasing tendencies, indicating that more frequent and engaging promotional content increases the likelihood of product purchases.