THE INFLUENCE OF INSTAGRAM PROMOTIONS ON PURCHASE INTENTION BOGOR CULINARY
Euis Widiati1, Annisa Retno Utami2*

Faculty of Economics and Business, Sahid Unviersity, Jakarta, Indonesia1,2


Abstract

The aim of this research is to determine the influence of using Instagram as a promotional medium on consumer buying interest in culinary tourism in the Bogor. The research method used involved 100 respondents obtained through a purposive sampling technique, the survey mechanism was carried out through interviews via Google Forms. The data analysis used is regression analysis using SPSS software. The specified respondent criteria are consumers who follow several Instagram accounts such as @bogoreatery, @kuliner_bgr, @cemalcemilbogor, @wisatakulinerbogor, and @visitbogor. This aims to determine consumer responses to the types of promotions carried out on Instagram social media. The results of this research conclude that the use of social media can influence consumers^ interest in visiting to buy and enjoy culinary delights in Bogor City. This research is limited only to the social media aspect of Instagram which focuses on promotional content about culinary delights, and aspects of consumer interest in choosing culinary tourism in the Bogor. The results of this research will be useful for business people in managing promotional strategies using Instagram. Apart from that, it is hoped that it can become study material and literature as well as further research for academics.

Keywords: Instagram Promotion, Purchase Intention, Bogor Culinary, Content Marketing, Regression Analysis

Topic: Digital Media

JICOMS 2024 Conference | Conference Management System