MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN
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Abstract
The speed of internet access and the rapid growth of the smartphone industry
makes it easier for people to get information. In the field of marketing, this affects
how the promotion is done. The use of social media which is actually means
for social interaction between online individuals becomes commonly used by
companies as a tool for promotion including in the tourism industry. One of the
social media that is often used is Instagram, an application that allows users to
share photos and pictures along with short messages with other users. This study
discussed how Instagram as a social media can affect consumer purchase intention
toward a tourist destination. The subject of research is Floating Market located in
Lembang, Bandung, West Java. The results showed that information delivered
through Instagram was effective in increasing consumer purchase intention up
to 50.2%
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