Pengaruh Storytelling Content Instagram dan Kredibilitas Akun Terhadap Keputusan Pembelian Jasa Dekorasi Pada Dae Inisiatif Decoration

Nur Novita Hasanah - Universitas Pamulang
Aris Ariyanto - Universitas Pamulang

Abstract


This study examines the partial and simultaneous effects of Instagram Storytelling Content and Account Credibility on Purchase Decisions for services at Dae Inisiatif Decoration, South Tangerang. A quantitative approach with an online survey was employed. The population comprised 1,821 active followers of @dae_insfdecoration, and 95 respondents were selected using purposive sampling and the Slovin formula. Data were collected using a five-point Likert scale and analyzed with IBM SPSS Statistics 27 through instrument and classical assumption tests, multiple linear regression, coefficient of determination, t-test, and F-test. The results show that Instagram Storytelling Content does not significantly affect Purchase Decisions (B=-0.060; ?=-0.081; t=-0.834; p=0.406), whereas Account Credibility has a positive and significant effect (B=0.823; ?=0.862; t=8.837; p<0.001). Simultaneously, both variables significantly affect Purchase Decisions (F=82.270; p<0.001), with an Adjusted R Square of 0.634. The model explains 63.4% of the variance in Purchase Decisions, while 36.6% lies outside the model. Based on the standardized Beta coefficients, Account Credibility has the larger relative contribution.

 

ABSTRAK

Penelitian ini bertujuan menganalisis pengaruh Storytelling Content Instagram dan Kredibilitas Akun terhadap Keputusan Pembelian Jasa pada Dae Inisiatif Decoration Tangerang Selatan secara parsial dan simultan. Penelitian menggunakan pendekatan kuantitatif dengan survei daring. Populasi berjumlah 1.821 pengikut aktif @dae_insfdecoration dan 95 responden dipilih melalui purposive sampling dengan rumus Slovin. Data dikumpulkan menggunakan skala Likert lima poin dan dianalisis dengan IBM SPSS Statistics 27 melalui uji instrumen, asumsi klasik, regresi linier berganda, koefisien determinasi, uji t, dan uji F. Hasil menunjukkan Storytelling Content Instagram tidak berpengaruh signifikan terhadap Keputusan Pembelian (B=-0,060; ?=-0,081; t=-0,834; p=0,406), sedangkan Kredibilitas Akun berpengaruh positif dan signifikan (B=0,823; ?=0,862; t=8,837; p<0,001). Secara simultan, kedua variabel berpengaruh signifikan (F=82,270; p<0,001) dengan Adjusted R Square 0,634. Model menjelaskan 63,4% variasi Keputusan Pembelian, sedangkan 36,6% berada di luar model. Berdasarkan Beta terstandarisasi, Kredibilitas Akun memiliki kontribusi relatif lebih besar.

 

 

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DOI: https://doi.org/10.59818/kontan.v5i3.3280

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