PENGARUH SOCIAL MEDIA CONTENT DAN SOCIAL MEDIA SALES PROMOTION CONTENT TERHADAP BEHAVIORAL INTENTION
DOI:
https://doi.org/10.65096/pmb.v1i1.4Keywords:
Social Media Content, Social Media Sales Promotion Content, Behavioral IntentionAbstract
This study aims to determine the effect of social media content and social media sales promotion content on behavioral intention. This study uses an associative quantitative approach by using a questionnaire distributed to 100 samples with a purposive sampling technique that has criteria as followers on Instagram @Kawaidollshop. The instrument testing in this study used validity and reliability tests, data analysis techniques used descriptive analysis, used the classical assumption test of normality test and multiple linear regression analysis consisting of hypothesis testing (t test and F test) and coefficient of determination analysis (R2). The results of this study indicate that: (1) Social media content has a positive effect on behavioral intention; (2) Social media sales promotion content has a positive effect on behavioral intention; and (3) Social media content and Social media sales promotion content have a positive effect on behavioral intention
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