THE INFLUENCE OF PROMOTION THROUGH INSTAGRAM SOCIAL MEDIA AND PRICE ON PURCHASING DECISIONS OF CIARMY BRAND LEATHER SHOES IN CIBADUYUT, BANDUNG CITY

Abstract

This study aims to examine Instagram promotion and pricing for Ciarmy brand leather shoes in Bandung. It also examines respondents' responses to Instagram promotion and pricing. It also examines the influence of Instagram promotion and pricing on purchasing decisions for Ciarmy brand leather shoes in Bandung. This study employed descriptive and verification methods, employing a quantitative approach, using IBM SPSS 22.0 for calculations, and using simple random sampling as a sampling technique. A sample size of 95 individuals was obtained from the population. The population in this study was consumers who had previously purchased Ciarmy brand leather shoes. Multiple linear regression analysis was used to analyze the relationship between Instagram promotion (X1) and price (X2) with the purchase decision (Y). The results showed that Instagram promotion had a significant partial effect on purchase decisions. Furthermore, price had a significant partial effect on purchase decisions. And the variables of Promotion through Instagram Social Media and Price simultaneously have a significant influence on the Purchase Decision of Ciarmy Brand Leather Shoes in Bandung City.