PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN J.CO DONUTS & COFFEE (Survei pada Pengguna Media Sosial Instagram di Wilayah Jabodetabek)

Amelia Savitri, 2020; The Influence Of Social Media Marketing Through Instagram On Purchase Decisions J.CO Donuts & Coffee (Survey On Instagram Social Media Users In Jabodetabek .Scientific Work, Jakarta: DIII Study Program in Marketing Management , Faculty Of Economics, Universitas Negeri Jakarta, Advisory: Dra.Basrah Saidani M.Si. The purpose of this study aims to find out: 1) an overview of Social Media Marketing through Instagram and Purchase Decisions on J.CO Donuts & Coffee.2) the Influence of Social Media Marketing through Instagram on Purchase Decisions J.CO Donuts & Coffee. Methods of collecting data using survey methods with instruments in the form of questionnaires. The object of this research is 128 respondents Instagram social media users in the Jabodetabek. Data analysis using SPSS version 20 to process and analyze the research data. The results of hypothesis testing shows that the Social Media Marketing variable has a positive and significant effect on Purchasing Decisions. In the coefficients of determination (R square) indicates social media marketing affects purchasing decisions by 48,7% while remaining 51.3% is influenced by other variables not included in this study. Keywords: Social Media Marketing, Purchasing Decisions