Social Media Instagram and Purchasing Decisions

Abstract

This research aims to analyze the influence of content creation, content sharing, connection, and community building on purchasing decisions. The study employs a quantitative approach with a sample size of 107 respondents. The research instrument used includes questionnaires/surveys and literature review. Data analysis is conducted using SPSS. The research findings indicate the following: 1) content creation has a positive impact on purchasing decisions; 2) content sharing does not have a significant impact or has a negative influence on purchasing decisions; 3) connection does not have a significant impact or has a negative influence on purchasing decisions; 4) community building has a positive impact on purchasing decisions. Overall, social media has superior contribution on making purchase decion for customer. The researchers seek to understand whether the content generated and shared on social media platforms has a significant influence on consumers' choices when making purchases.