ANALYSIS OF SOCIAL MEDIA MARKETING ON INSTAGRAM TOWARDS PURCHASE INTENTION: STUDY ON INDONESIA'S DRINK GINGER MICRO SMALL MEDIUM ENTERPRISES IN KUDUS CITY
Ginger Rempah Bilal utilizes social media to market its products. The platform used by Ginger Spice Bilal is Instagram. The Instagram platform provides great advantages such as fast and inexpensive marketing communication tools, especially in promoting products, spreading advertising and brand awareness. This study aims to determine the influence of social media marketing on Instagram on purchase intentions in micro and medium ginger enterprises in Kudus city. This research uses a type of causal research, and the research method used in this study is quantitative. The population in this study is Instagram social media followers of Ginger Spice Bilal. The results of this study stated that social media marketing had a positive and significant effect on purchase intentions in micro and medium ginger enterprises in Kudus city. This means that if social media marketing on Instagram can be maximized, the buying intention of ginger buyers in the city of Kudus will increase.
Social Media Marketing; Instagram; Purchase Intention; Ginger