The Influence of Social Media Marketing Instagram on Purchasing Decisions on The Shopee Platform (Study on The Society of Bogor City)

The development of information technology and the presence of the internet have contributed to the phenomenon of online shopping, which is very popular with people in different countries around the world. One of the companies in the field of online shopping (e-commerce) which also operates in Indonesia is Shopee. Among the many factors that influence consumers in determining purchasing decisions at this time, is social media marketing via Instagram. This research was conducted with the aim of testing whether social media marketing influences purchasing decisions on the Shopee platform in Bogor City. The type of research used by researchers is causal associative. The author uses a qualitative technique, which is quantified using a Likert scale where qualitative data types are obtained from questionnaires. The selection of respondents was carried out using the non-probability sampling method with two methods, namely purposive sampling and accidental sampling with a total of 100 respondents based on the Slovin formula. Data collection was carried out through questionnaires and data analysis methods using descriptive analysis, classical assumption test, simple linear regression, hypothesis testing and the coefficient of determination. The results of this study indicate that Instagram social media marketing has a positive influence on purchasing decisions. This is obtained from the results of the sig value of 0.00, t-table 1,984. While the influence of Instagram social media marketing on purchasing decisions on the Shopee platform is 15%, the remaining 85% is influenced by other variables not examined in this study.