Dampak Komunikasi Efektif melalui Konten Media Sosial @yellowfitkitchen terhadap Minat Beli

Abstract

The presence of Instagram social media today is not only a means of entertainment, but also a means of promotion and marketing for business people. YellowFit Kitchen as one of the healthy food catering brands utilizes Instagram social media to promote and expedite its marketing activities. The content uploaded by YellowFit Kitchen on the Instagram account is expected to generate interest in buying followers. The purpose of this study was to determine whether there was an effect of social media content on Instagram @yellowfitkitchen on followers' buying interest. This study uses an explanatory quantitative approach with a survey method. The population used is followers of the Instagram account @yellowfitkitchen with a total sample of 400 respondents who were collected by purposive sampling technique. The results of this study indicate that the Instagram social media content variable (X) has an influence on the buying interest variable (Y) by 45.3% and 54.7% is influenced by other factors not discussed in this study.