PENGARUH MEDIA SOSIAL INSTAGRAM DAN DAYA TARIK PRODUK TERHADAP MINAT BELI PRODUK UMKM WARUNG MIESO BTN KOTA TEBING TINGGI
Main Article Content
Eka Sihombing
Mohd. Heikal
Henni Safrida Sitompul
Yunardi
Sondang Sidabutar
Hasil penelitian menunjukkan bahwa bahwa Dalam Uji hipotesis T (Parsial) I dapat diketahui bahwa thitung (8.488) > ttabel (1,985), dan nilai signifikansinya sebesar 0,00 < 0,05 maka dapat disimpulkan hipotesis pertama Media Sosial (X1) berpengaruh positif dan signifikan terhadap Minat Beli (Y). Kesimpulan nya bahwa Media sosial sangat berguna dalam pemasaran produk terutaman miso BTN dimana selain menampilkan berbagai kegiatan dan produk media sosial sangat berperan membantu promosi secara langsung. Penelitian ini sesuai dengan penelitian Farid Rusdi 2020 Pengaruh Daya Tarik Iklan di Media Sosial Instagram terhadap Minat Beli Konsumen (Survei Terhadap Produk Sepatu Brodo di Kalangan Anak Muda Jakarta Barat) dimana media sosial memiliki pengaruh yang signifikan terhadap minat beli. Dalam Uji hipotesis T (Parsial) II dapat diketahui bahwa thitung (0.523) < ttabel (1,985), dan nilai signifikansinya sebesar 0,603 > 0,05 maka artinya hipotesis ke dua yakni variabel Daya Tarik Produk (X2) tidak berpengaruh signifikan terhadap Minat Beli (Y). kesimpulan nya bahwa daya tarik belum bisa meningkatkan minat beli konsumen, dimana daya tarik akan produk meman sudah lebih dulu ditawarkan dengan menambahkan berbagai tambahan pada produknya dan hal ini tidak sesuai dengan penelitian Rusdi 2020 Pengaruh Daya Tarik Iklan di Media Sosial Instagram terhadap Minat Beli Konsumen (Survei Terhadap Produk Sepatu Brodo di Kalangan Anak Muda Jakarta Barat) dimana daya tarik memegang peranan penting dalam promosi dimedia sosial. hipotesis ke tiga dapat diketahui bahwa Fhitung (22,652) > Ftabel (2,70), dan nilai signifikansi sebesar 0,00 < 0,05 maka dapat disimpulkan hipotesis ketiga diterima, artinya Variabel Media Sosial (X1), Variabel Daya Tarik (X2) berpengaruh signifikan secara bersama-sama (simultan) terhadap Variabel Minat Beli (Y).
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