Abstract,
The purpose of this study was to determine the effect of e�promotion (context, communication, collaboration, connection) on
purchases. A case study at the Banjarmasin Ero Optik Store.
This study uses a quantitative approach. The population consists
of all Instagram followers @erooptikbjm. The research sample was
determined as many as 100 responden, where 50 respondents are selected
by incidental sampling method. Data processess by using Multiple linear
regression data analysis technique with the help of SPSS software version
22.0.
The results of this study indicate, partially context variables (X1),
communication (X2), collaboration (X3) have a significant influence on
consumer purchases. However, the connection variable (X4) has no
significant effect on consumer buying interest. Simultaneously the
variables context (X1), communication (X2), collaboration (X3) and
connection (X4) have a significant influence on consumer buying interest.
The communication variable (X2) has the most dominant influence on
consumer buying interest. This means that technological advances can be
utilized by marketers and buyers to transact more easily, quickly, cheaply
and practically through social media. Variable connection does not have
a significant effect because in the transaction of goods, a connection is not
required. The most important thing is communication as in the results of
the statistical coefficient beta of the communication variable which is the
most dominant or most influential on consumer decisions to buy products.
Discussion, good communication through intensity and well targeted
media, can be developed into good relations between buyers and
marketers, thus, supported by appropriate product specifications, the
connection/relationship may have a major contribution to purchasing.
Keywords: Purchase, E-Promotion, Communication, Connection
Abstrak,
Tujuan penelitian ini adalah untuk mengetahui pengaruh e�promotion (context, communication, collaboration, connection) terhadap
pembelian. Studi kasus pada Toko Ero Optik Banjarmasin.
Penelitian ini menggunakan pendekatan kuantitatif. Populasi
terdiri dari semua followers instagram @erooptikbjm. Sampel penelitian ditentukan 100 sebanyak 50 responden dengan metode insidental
sampling. Teknik analisa data regresi linear berganda dengan bantuan
software SPSS versi 22.0.
Hasil penelitian ini menunjukkan, secara parsial variabel context
(X1), communication (X2), collaboration (X3) memiliki pengaruh
signifikan terhadap pembelian konsumen. Namun variabel connection
(X4) pengaruhnya tidak signifikan terhadap minat beli konsumen. Secara
simultan variabel context (X1), communication (X2), collaboration (X4)
dan connection (X4) mempunyai pengaruh signifikan terhadap minat beli
konsumen. Variabel communication (X2) memiliki pengaruh yang paling
dominan terhadap minat beli konsumen. Artinya, kemajuan teknologi
dapat dimanfaatkan oleh pemasar maupun pembeli untuk bertransaksi
dengan lebih mudah, cepat, murah dan praktis melalui media social.
Variable connection tidak signifikan pengaruhnya karena dalam transaksi
barang coneksi tidak diperlukan, yang terpenting adalah komunikasi
seperti pada hasil statistic koefisien beta variable communication yang
paling dominan atau paling berpengaruh terhadap keputusan konsumen
untuk membeli produk. Diskusi, kommunikasi yang baik melalui
intensitas dan media yang tepat sasaran, bisa ditingkatkan menjadi relasi
yang baik antara pembeli dan pemasar, dengan demikian, ditunjang oleh
spesifikasi produk yang sesuai maka koneksi/relasi bisa jadi memiliki
kontribusi besar terhadap pembelian.
Kata kunci: Pembelian, E-Promotion, Communication, Connection