Pengaruh Promosi Melalui Media Sosial Instagram Terhadap Minat Beli Konsumen pada Produk Sayurbox

Abstract

Sayurbox is a company engaged in agriculture and one of the companies that brings new innovations, namely farm-to-table in Indonesia. Sayurbox has been promoting through social media, especially Instagram, since 2017; however, the methods used to attract consumers' attention via social media remain low. Based on preliminary surveys, the average number of "likes" on Sayurbox's posts is only about 34, which is considered low for a business account. The purpose of this research is to analyze the impact of promotion through social media, particularly Instagram, on consumer buying interest. This study employs Partial Least Square (PLS) analysis method with the assistance of SmartPLS 4 software. Primary data were collected through questionnaires with a sample of 100 respondents, who are followers of Instagram @sayurbox, obtained using non-probability sampling techniques, specifically purposive sampling. The results of the study show that partially, the variables communication, collaboration, and connection have a significant influence on purchase intention. Meanwhile, the variable context has no significant influence. Simultaneously, the context, communication, collaboration, and connection variables can explain 75.4% of the consumer purchasing interest in Sayurbox, while the remaining 24.6% is explained by other factors outside the model.