The Effect of Google Search Engine, Facebook Advertising, and Instagram Content on Product Purchase Decisions (Case Study on Santi Palm Florist in Denpasar City)

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 12

Year of Publication : 2021

Authors : Ni Made Dwi Cahyani, Ni Nyoman Kerti Yasa

10.14445/23939125/IJEMS-V8I12P101

How to Cite?

Ni Made Dwi Cahyani, Ni Nyoman Kerti Yasa, "The Effect of Google Search Engine, Facebook Advertising, and Instagram Content on Product Purchase Decisions (Case Study on Santi Palm Florist in Denpasar City)," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 12, pp. 1-6, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I12P101

Abstract:

The internet is a medium that is widely used by the public that can be accessed without time limits. The internet helps many businesses in promoting their business in order to improve consumer purchasing decisions. The purpose of this study was to determine the effect of Google search engines, Facebook advertising, and Instagram content on product purchasing decisions. The method of data collection in this study is by questionnaires and interviews. The data analysis method used in this study is multiple linear regression analysis. The sample size in this study was 105 samples. The results of this study indicate that the Google search engine has a positive and significant effect on consumer purchasing decisions at Santi Palm Florist. Facebook Advertising has a positive and significant effect on consumer purchasing decisions at Santi Palm Florist. Instagram content has a positive and significant effect on consumer purchasing decisions at Santi Palm Florist. Therefore, in the future, Santi Palm Florist should intensify the use of Google search engines, Facebook advertising, and Instagram content as promotional strategies to improve consumer purchasing decisions.

Keywords:

Google search engine, Facebook advertising, Instagram content, purchasing decisions.

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