Pengaruh Promosi Akun Instagram @Rucas.Co Terhadap Keputusan Pembelian Online

Ariansyah, Muhammad Rizky and , Rona Rizkhy Bunga Chasana, S.I.Kom., M.A (2026) Pengaruh Promosi Akun Instagram @Rucas.Co Terhadap Keputusan Pembelian Online. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to understand how the Instagram account @rucas.co promotion affects online purchasing decisions. The S-O-R (Stimulus-Organism Response) theory explains how Instagram promotions as stimuli can affect followers as organisms; as reactions, this can ultimately affect buyers' decisions. This quantitative eksplanatif study aims to explain the relationship, variation, and impact of one variable on other variables or to illustrate sample generalization with respect to population. Simple random sampling method is used to select 100 respondents from the Instagram account @rucas.co as the research population. Data is collected via an online survey and analyzed using SPSS version 25. The study's findings yielded a coefficient of determination (R2) of around 0.627, indicating that promotions via the Instagram account @rucas.co have a positive and significant impact on online purchases. This indicates that the promotion is approximately 62.7% of the variation in the purchase price, whereas 37.3% is affected by components that are not included in this study model. Thus, it can be inferred that customers are more inclined to purchase fashion items from Rucas.Co due to more intense, informative, and engaging Instagram promotions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Promotion, Instagram, Purchasing Decision, Social Media, S-O-R Theory.
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media > Instagram
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	MUHAMMAD RIZKY ARIANSYAH
Date Deposited:	06 Feb 2026 13:30
Last Modified:	06 Feb 2026 13:30
URI:	http://eprints.ums.ac.id/id/eprint/142076

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