Pengaruh Persepsi Strategi Paid Promote di Media Sosial Instagram Sebagai Alat Pemasaran terhadap Online Purchasing Behavior

Abstract

The perception of marketing strategies through paid advertising services is an effective effort or strategic and creative step in overcoming the problems of every company or online business owner. Due to the rapid development of technology, online business owners must be able to compete with competitors. One of them is in terms of marketing, because marketing is the spearhead of a company. So that an existing product can be known by the wider community. This can be seen from the emergence of various online stores competing to influence consumers' online purchasing behavior. Many factors influence online purchasing behavior, one of which is marketing strategies through a promotional stimulus approach known as paid promotion. This research aims to see the influence of paid promotional strategies on online purchasing behavior on Instagram social media. This research uses quantitative research methods. The data collection method uses a Likert scale which consists of a paid promotional strategy scale and an online purchasing behavior scale. The Paid Promote strategy influences online purchasing behavior. Data collection for this research was carried out by distributing questionnaires in the form of Google Form to 353 participants. The research results show that the paid promotional strategy variable has a positive effect of 70% on online purchasing behavior. This shows that paid promotions increase online purchasing behavior on Instagram. The implication is that this research can expand information regarding the influence of paid promotional strategies on online purchasing behavior on Instagram.