Title: THE INFLUENCE OF SOCIAL MEDIA INSTAGRAM ON PURCHASING INTEREST IN SWEETS ATELIER

Authors: Dian Octarina, Vienna Artina Sembiring, Anis Darsiah and Salma Rodhiya

Abstract: Social media such as Instagram can influence consumer buying interest, including the Custom Cakes and Cookies business carried out online by Sweets Atelier. This research aims to assess how much influence Instagram social media has on purchasing interest at Sweets Atelier. This research uses a quantitative method and the sample in this research was 93 respondents using the Purpose Sampling technique which was taken randomly. The research results showed that respondents agreed that Instagram social media with a value of 3.33 was very good during the Covid-19 pandemic, whereas the results of buying interest with a value of 3.27 stated that buying interest at Sweets Atelier was very high during the Covid-19 pandemic. The regression test results of 1.466 + 0.545The correlation test results show that there is a moderate (quite strong) relationship between Instagram social media and purchase interest at Sweets Atelier with a value of 0.501.

Keywords: Instagram Social Media;Purchase Interest;Online Culinary Business.

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