PENGARUH KONTEN INSTAGRAM DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA STORE SEPATU BRANDED 888 DI MALANG

TThe purpose of this study is to understand and analyze the influence of Instagram
content and electronic word of mouth (eWOM) on consumers' product purchase
decisions at Store Sepatu Branded 888 in Malang City, as well as to identify which
variable has a greater influence on purchase decisions. This study uses a
quantitative method. The research population consists of all consumers who have
ever purchased products at Store Sepatu Branded 888, either directly or through
Instagram social media. The research sample consists of 160 respondents
determined using purposive sampling techniques. Data collection was conducted
through the distribution of questionnaires via Google Form. Data analysis was
carried out using multiple linear regression with hypothesis testing through t-tests
and F-tests assisted by the SPSS program. Research results show that Instagram
content has a positive and significant effect on purchase decisions, and electronic
word of mouth (eWOM) also has a positive and significant effect on purchase
decisions. The analysis results also show that the Instagram content variable has a
greater influence on purchase decisions compared to electronic word of mouth
(eWOM).