PROMOTION STRATEGY THROUGH SOCIAL MEDIA INSTAGRAM ON DECISIONS OF SERVICE USERS KATIRA MAKE UP ARTIST & HAIRDO IN SERANG

STRATEGI PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PENGGUNA JASA KATIRA MAKE UP ARTIST & HAIRDO DI SERANG

Abstract

This research was conducted to determine the type of promotion strategy through Instagram
social media on the decisions of KATIRA MAKEUP & HAIRDO service users in Serang. This
type of research is explanatory, with data collection techniques through questionnaires. The
sampling technique used was simple random sampling technique. The sample is 30 people who
are followers on Instagram and consumers of each make-up artist (MUA). The analytical
method used in this study is Quantitative Analysis. The results of the study can be seen that the t
value of the promotional strategy variable is 10.301 and the t table is 1.984. Because the value
of t count 10.301 > t table 1,984, it can be concluded that H1 is accepted. This means that the
promotion strategy variable has a significant positive effect on the Purchase Decision variable