PENGARUH TERPAAN INSTAGRAM STORIES SELEBGRAM RACHEL VENNYA TERHADAP MINAT BELI PRODUK NGIKAN (STUDI PADA FOLLOWERS INSTAGRAM RACHEL VENNYA)

Rachel Vennya is a selebgram who has more than 3,9 million followers. Selebgram cannot be separated from the upload of Instagram Stories about their daily activities, of which activities are always updated by the selebgram. Ngikan is one of businesses that is being developed by the selebgram of Rachel Vennya and always being promoted through her Instagram Stories. Hence, the researcher is interested in measuring how much the influence of Selebgram Instagram Stories Exposure of Rachel Vennya on the purchasing interest of Ngikan products. The Exposure of Instagram Stories in this study focuses on the frequency and intensity or the attention level to the message conveyed. In the purchasing interest, the researcher used the AIDDA concept. Attention is a concern that lead to a curiosity. Interest is an anxiety on the message that has been conveyed. Desire is a phase that the sense of trying something is appear or already has a desire. Decision and Action were not used in this study since this study was only to the interest or a desire to buy a product. This study used quantitative approach with the type of Explanative study. There were 772 populations in this study, in which the population had criteria that had been determined by the researcher and 89 respondents of the followers of Rahel Vennya’s Instagram had been counted. Random Sampling was used as the method in sampling. Data collection technique used questionnaires. While the data analysis used validity test, reliability test, simple regression analysis and the analysis of determination of coefficient. The results of this study showed that there was an influence of Selebgram Instagram Stories Exposure of Rachel Vennya. The results were proven by the value of tcount on the variable of Selebgram Instagram Stories Exposure of Rachel Vennya (X), in which those were 6.024, while the ttable with the degrees of freedom was 1.988. If those were compared, then the tcount > ttable (6.024 > 1.988). This testing indicated that Ha is received; thus, it can be concluded that the Exposure of Selebgram Instagram Stories of Rachel Vennya (X) influences the Purchasing Interest of Ngikan Products (Y) though the value of determination of coefficient is low as many as 29.5%, while the remaining of 70.5% are influenced by the external factors from the exposure of Instagram Stories