PENGARUH INTENSITAS MENGAKSES “INFOBARKAS_JOGJA” TERHADAP MINAT BELI PRODUK

Used goods or goods that are no longer used are almost owned by most people, @Infobarkas_jogja is one of the accounts on Instagram that is used to advertise goods or services at D.I Yogyakarta, the Instagram account functions as an intermediary media that connects sellers and potential buyers. Promotion through the Instagram social network is a form of marketing communication between business people and consumers by disseminating information about products and influencing consumers. Instagram is more effective and innovative in influencing consumers. This study aims to analyze the effect of the intensity of accessing Infobarkas_jogja on product purchase intention. This study uses Roengren's theory which states that intensity is measured through the dimensions of frequency, duration, attention, and AIDA theory. The population in this study were followers of Infobarkas_jogja with a total sample of 400 respondents. The sampling technique used in this study is a convenience sampling technique. Primary data collection is done by using a questionnaire method that has been tested for its validity and reliability. The analysis in this study uses a simple linear regression analysis method. Validity test using Pearson Product Moment and reliability test using Cronbach's Alpha formula using SPSS version 21 for Windows. The results of this study showed that from the results of the T test obtained a t-calculated value of 20,282 regression coefficient (b) 0.855 with probability (p) = 0.000. Where the probability value (p) ≤ 0.05 can be concluded that the intensity has a positive and significant effect on buying interest and the value of R2 (R Square) of 0.508 or 50.8% indicates that the access intensity variable affects the buying interest variable by 50.8% and the remaining 49.2% is influenced by other variables not studied in the study.