New Normal Digital Marketing (Instagram) Effect on Purchase Intention (Case Study in Wingstop Restaurant)

Abstract

Digital marketing is the activity of marketing or promoting a brand or product using digital media or the internet. The influence of digital marketing strategies is certainly not far from the use of the internet and social media. Because this one application is often used by people during this new normal era. The increasing number of people who use social media is also being used by business owners, because by using social media as a means to provide information on the latest promos or simply creating content to increase engagement rates. The number of existing social media such as Instagram, Facebook, Twitter etc. One example of a social media platform that is often used by business people is Instagram. The purpose of this study was to determine whether there is any influence from social media marketing Instagram Restaurant Wingstop on purchase intentions at a Wingstop restaurant. This study uses a quantitative mode using premier and secondary data. The data collection technique consisted of observation and questionnaires. The population in this study was 114,000 people who were taken from the number of Instagram followers of the restaurant wingstop, and the sample used in this study was 100 people. For the data analysis process using simple regression analysis, the coefficient of determination with social media marketing as variable x (independent) and purchase intention as variable y (dependent). Social media marketing has a significant influence on purchase intention. With a result of 0.187 which implies that the influence of the independent variable (social media marketing) on ​​the dependent variable (purchase intention) is 18.7%, while the remaining 81.3% is influenced by other factors not examined in this study.

Keywords: social media marketing, purchase intention, Instagram

DOI: 10.7176/EJBM/13-21-06

Publication date: November 30^th 2021