PENGARUH TERPAAN MEDIA SOSIAL INSTAGRAM @oikia.prob TERHADAP KEPUTUSAN MINAT BELI FOLLOWERS (Studi Pada Followers Instagram @oikia.prob)

The development of social media has transformed patterns of communication and consumer behavior in the digital era. Instagram, as a visually oriented platform, is widely utilized by culinary businesses to enhance their appeal and stimulate consumers’ purchase interest. This study aims to determine the influence of Instagram social media exposure from the account @oikia.prob on followers’ purchase decisions. The research applies a quantitative explanatory approach. Data were collected through questionnaires distributed to 100 respondents who are active followers of the @oikia.prob Instagram account and were analyzed using validity and reliability tests, simple linear regression, Pearson correlation, and t-test.
The results show that social media exposure has a significant effect on purchase decisions. A correlation value of 0.654 indicates a strong and positive relationship between frequency, duration, and attention of followers toward Instagram content and their increasing purchase interest. The regression test also demonstrates that media exposure explains 42.7% of the variation in purchase decisions, while the t-test confirms the significance of this influence with a t-count greater than the t-table value.
These findings reaffirm the relevance of the Media Effect Theory, which explains that exposure to media messages can influence individuals’ cognitive, affective, and conative aspects. In this context, Instagram’s visual and interactive content can shape perceptions, foster interest, and drive purchasing actions through continuous exposure processes. Thus, the effects of social media not only build brand awareness but also shape consumer behavior in a tangible way.
This research contributes theoretically to the study of mass communication and digital marketing communication, as well as provides practical implications for business practitioners, especially in the food and beverage sector, to utilize Instagram more effectively in enhancing brand awareness, engagement, and customer loyalty.