Pengaruh Intensitas Penggunaan Instagram dan Kualitas Iklan terhadap Keputusan Pembelian Produk UMKM di Kota Banjarmasin
Keywords:
Intensitas Penggunaan Instagram , Kualitas iklan, Keputusan Pembelian , UMKMAbstract
Perkembangan teknologi digital telah mengubah strategi pemasaran, terutama bagi Usaha Mikro, Kecil, dan Menengah (UMKM) yang kini banyak memanfaatkan media sosial sebagai sarana promosi. Penelitian ini bertujuan untuk menganalisis pengaruh intensitas penggunaan Instagram dan kualitas iklan digital terhadap keputusan pembelian produk UMKM di Kota Banjarmasin. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dan melibatkan 75 responden pengguna aktif Instagram yang pernah membeli produk UMKM secara daring. Hasil penelitian menunjukkan bahwa baik intensitas penggunaan Instagram maupun kualitas iklan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Nilai koefisien jalur untuk intensitas penggunaan Instagram sebesar 0.581 dan untuk kualitas iklan sebesar 0.456, keduanya dengan p-value < 0.001. Nilai R² sebesar 0.633 menunjukkan bahwa kedua variabel independen mampu menjelaskan 63,3% variabilitas keputusan pembelian konsumen. Temuan ini menegaskan bahwa keberhasilan pemasaran digital UMKM ditentukan oleh tingkat keterlibatan pengguna media sosial dan kualitas konten promosi yang disajikan.Penelitian ini berkontribusi dalam memperkuat literatur mengenai perilaku konsumen digital serta memberikan rekomendasi praktis bagi UMKM untuk meningkatkan efektivitas strategi pemasaran berbasis media sosial.
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