PENGARUH TERPAAN MEDIA TERHADAP MINAT BELI PRODUK PADA FOLLOWERS INSTAGRAM @PROMODAZZLE

This study aimed to analyze the impact of media exposure towards product purchase intention on Instagram followers @promodazzle. This analysis uses media exposure as the independent variable and purchase intention as the dependent variable. The population in this study is active followers of Instagram @promodazzle with 400 as a sample. Using a convenience sampling technique for sampling. Data was collected using a questionnaire method that has tested for validity and reliability, validity test using Pearson's Product Moment, and reliability using Cronbach's Alpha. Questionnaires were distributed directly to respondents with 21 questions. The statistical method used in this research is Simple Linear Regression. The results showed a positive and significant impact between media exposure to purchase intention with a regression coefficient value of 0.773 and a significance value of 0.000 which means it is smaller than α= 0.05. The results of the determination coefficient test are 0.355, which means that the quantity influence of media exposure towards product purchase intention on @promodazzle followers is 35.5%, the remaining 65.5% explained by other factors outside the variables studied in this study such as psychological factors including Motivation, Perception, Learning, Belief, and Attitude.