The Influence of Instagram Social Media @910shoes and Brand Trust on Consumer Purchasing Decisions at the 910 Concept Store FX Sudirman, South Jakarta

Abstract

The development of social media has changed marketing activities and the way consumers obtain information before making a purchase. Instagram is one of the media used by 910 Concept Store FX Sudirman to promote products and communicate with consumers. This study aims to analyze the influence of Instagram Social Media @910shoes and Brand Trust on Consumer Purchasing Decisions. The study uses a quantitative method with an associative approach. The research population is consumers who have purchased 910 shoe products, with a sample of 96 respondents determined through non-probability sampling with a purposive sampling technique. The research instrument is a questionnaire with a five-point Likert scale. Data analysis uses SPSS version 25 through validity, reliability, classical assumptions, multiple linear regression, correlation, determination, as well as t-test and F-test. The results of the study show that Instagram Social Media @910shoes has a significant effect on Purchasing Decisions with a calculated t of 43.903 and a significance of 0.000. Brand Trust also has a significant effect with a calculated t of 7.550 and a significance of 0.000. Simultaneously, both variables have a significant effect with an F count of 28.864 and a significance of 0.000. In conclusion, Instagram Social Media @910shoes and Brand Trust partially and simultaneously play a role in increasing Consumer Purchasing Decisions.