Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)

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The Effect of Ban Ban Social Media Promotion Adverts on Purchasing Decisions

Authors
Richard Allen Chandra, Ahmad Junaidi
Corresponding Author
Richard Allen Chandra
Available Online 12 December 2020.
DOI
10.2991/assehr.k.201209.156How to use a DOI?
Keywords
Social Media, Instagram, Purchase Decision, Ban Ban Tires
Abstract

The marketing world is increasingly developing because modern technology creates new media with the internet and social media. Advertising is a media that experiences the impact of the internet and social media. Effective advertising can produce a buying decision. Instagram is a social media that is used for advertising. With the advertisement on Instagram, a company uses this media as the main platform for advertising. Researchers are interested in using Ban Ban as a beverage company to be the object of research because it uses Instagram as the main media and wants to know the effect of Instagram ads on purchasing decisions. Ban Ban is a food and beverage company owned by an Indonesian private company, PT. BANBAN INDONESIA GEMILANG. Researchers conducted a quantitative methodology that presents figures or percentages. The study used a survey with a total of 100 respondents located in DKI Jakarta. Data that has been filled out by respondents is then processed using SPSS. These results were tested using the correlation coefficient test method, the coefficient of determination test, simple linear regression analysis, and T-test. The results revealed that 17.5% of Instagram ads were affected by purchasing decisions, and 82.5% influenced by other factors not examined in this study.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
12 December 2020
ISBN
978-94-6239-294-6
ISSN
2352-5398
DOI
10.2991/assehr.k.201209.156How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Richard Allen Chandra
AU  - Ahmad Junaidi
PY  - 2020
DA  - 2020/12/12
TI  - The Effect of Ban Ban Social Media Promotion Adverts on Purchasing Decisions
BT  - Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
PB  - Atlantis Press
SP  - 987
EP  - 990
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201209.156
DO  - 10.2991/assehr.k.201209.156
ID  - Chandra2020
ER  -