PENGARUH ULASAN ONLINE DAN INSTAGRAM MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK GETHUK BU SRI KEMUNING (Studi Kasus Pada Konsumen Kecamatan Ngargoyoso Kabupaten Karanganyar)

Abstrak

In this study, the author aims to determine the Effect of Online Reviews and Instagram Marketing on the
Purchase Decision of Gethuk Bu Sri Kemuning Products (Case Study on Consumers in Ngargoyoso
District, Karanganyar Regency) both partially and simultaneously. The data needed in this study is primary
data. Primary data obtained by questionnaire method from a sample of 100 respondents. Data analysis
used in this study is Validity Test, Reliability Test, Classical Assumption Test, F Test, t Test and
Determination Coefficient Test. The results of the data analysis in this study can be concluded that Online
Reviews and Instagram Marketing have a positive and significant effect on the Purchase Decision of
Gethuk Bu Sri Kemuning Products (Case Study on Consumers in Ngargoyoso District, Karanganyar
Regency)