Pengaruh Penggunaan Media Sosial Instagram terhadap Keputusan Pembelian Konsumen pada Merek Kosmetik Make Over dan Wardah di Kalangan Mahasiswa Universitas Sumatera Utara

Abstract

This study is titled "The Influence of Instagram Social Media Usage on Consumer Purchase Decisions for Make Over and Wardah Cosmetic Brands Among Students at Universitas Sumatera Utara." The purpose of this research is to examine the influence of Instagram social media usage on purchase decisions for Make Over and Wardah cosmetic products among students at Universitas Sumatera Utara, as well as to determine the extent of Instagram's impact on purchase decisions between the two brands. The theories applied in this study include the Uses and Gratification Theory, Consumer Behavior, and Purchase Decision Theory. The research employs a quantitative method with a correlational approach. The population consists of active students at Universitas Sumatera Utara, with a sample determined using the Slovin formula, resulting in 100 respondents. The sampling techniques used are purposive sampling and accidental sampling. Data collection involves both primary and secondary sources. The data analysis techniques utilized include single-table analysis, cross-table analysis, and correlation tests. The findings indicate that Instagram social media usage has a significant impact on consumer purchase decisions for Make Over and Wardah cosmetic brands among students at Universitas Sumatera Utara. The analysis reveals a strong correlation between the intensity of Instagram usage and purchase decisions. Additionally, the results show that social media plays a considerable role in shaping students' choices when purchasing products from these brands. In conclusion, Instagram functions as one of the key factors influencing consumer purchase decisions in the cosmetic product category among students