Analisis Pengaruh Social Media Marketing Instagram Sales Consultant Honda Jabodetabek Terhadap Niat Beli Konsumen

This study intends to evaluate the impact of social media marketing through Instagram conducted by Honda Sales Consultants on consumer purchase intentions in the Jabodetabek area. Given the high internet penetration and popularity of social media in Indonesia, digital marketing strategies have become very important to reach and retain customers. The study used a quantitative causal method approach with a survey involving 242 respondents from Instagram social media users domiciled in the Jabodetabek area. This study provides empirical evidence that the independent variables of Social Media Marketing, namely Interactivity (X1), Entertainment (X2), Perceived Relevance (X3), and Informativeness (X4), simultaneously have a significant influence on the dependent variable, namely Consumer Purchase Intention (Y), the level of pleasure, perceived relevance, trust in information, and purchase intention of respondents with interaction activities in Honda Sales Consultant Instagram media. It is hoped that this research can provide an understanding of the effectiveness of marketing strategies through Instagram and offer recommendations for companies to increase the potential of prospects in digital media.