“Pengaruh Iklan Di Instagram Pada Brand Kosmetik Ms Glow Terhadap Minat Beli Konsumen” (Study Pada @msglowpekanbaruofficial)

Romadhoni, Devi (2022) “Pengaruh Iklan Di Instagram Pada Brand Kosmetik Ms Glow Terhadap Minat Beli Konsumen” (Study Pada @msglowpekanbaruofficial). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine how the influence of Instagram advertising on the cosmetic brand Ms Glow on consumer buying interest. Consumer buying interest is something that arises after receiving a stimulus from the product he sees, from there arises an interest in trying the product until finally the desire to buy it arises in order to have it. In this study using explanatory research methods using a quantitative approach. Sampling using the Simple Random Sampling technique, that is, everyone has an isolated population element and can have the same opportunity to make a sample or to represent the population. The data obtained from the sample was tested with cronbach's alpha, the results showed that each coefficient of Cronbach's Alpha for Instagram Ads on the Cosmetic Brand MS Glow was 8.330. The reliability value of this variable has a higher value than Cronbach's Alpha, which is 0.932 and 0.954. The results of the study indicate that the items in the statements in this study are said to be feasible or reliable. The results showed that Instagram advertising on the MS Glow cosmetic brand and consumer buying interest had a good (positive) value. Judging from the model in the partial t-test, it shows that the influence of Instagram advertising on the cosmetic brand MS Glow significantly affects consumer buying interest (study on @msglowpekanbaruofficial

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