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<title><![CDATA[PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA ROUGHNECK1991]]></title>
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<namePart>Sugih Arijanto, S.T., M.M.</namePart>
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<namePart>TATA RIAS ROSADI / 132018210</namePart>
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<dateIssued><![CDATA[2023]]></dateIssued>
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<note>Roughneck1991 mengalami penurunan penjualan akibat dari pandemi covid-19 dan munculnya perusahaan pesaing yang menjual produk yang sama. Salah satu strategi agar Roughneck1991 dapat terus bersaing dan meningkatkan penjualan dengan melakukan social media marketing di Instagram. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing Instagram terhadap keputusan pembelian pada Roughneck1991 dengan metode analisis regresi linear berganda, sehingga kedepannya akan memudahkan pihak Roughneck1991 dalam mengambil langkah-langkah social media marketing di Instagram untuk meningkatkan penjualan dan dapat terus bersaing dengan perusahaan pesaing. Hasil penelitian menyatakan bahwa social media marketing signifikan berpengaruh terhadap keputusan pembelian dan social media marketing mempengaruhi keputusan pembelian sebesar 56.6%.</note>
<subject authority=""><topic><![CDATA[Keputusan Pembelian]]></topic></subject>
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<subject authority=""><topic><![CDATA[Brand Fashion Lokal]]></topic></subject>
<subject authority=""><topic><![CDATA[Analsis Regresi Linear Berganda]]></topic></subject>
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