PENGARUH TERPAAN IKLAN SCARLETT WHITENING DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Followers Instagram @lapakunique_malang)

The purpose of this study was to determine how much influence exposure to Scarlett Whitening's advertisements on Instagram had on purchasing decisions by Instagram Followers @lapakunique_malang. In this study, the approach used by the researcher is a quantitative approach with the type of explanatory research, and uses the survey method as the basis of the research. Researchers used a questionnaire as a medium in data collection and then analyzed using parametric analysis techniques with simple linear regression analysis tools, T-test and Coefficient of Determination Test with the help of the SPSS Statistics 23 program. Respondents in this study were Instagram followers @lapakunique_malang who have active characteristics on Instagram, domiciled in Malang City, Gender is Female with an age range of 17-25 years, knows Scarlett Whitening products, uses Scarlett Whitening products for the last 3 years (2020-2022) and then collected as many as 40 people. The theory used in this study is the AIDDA (Attention, Interest, Desire, Decisision, Action) concept proposed by Wilbur Schramm. In taking the sample, the researcher used a purposive sampling technique where the sample was taken based on the criteria that the researcher had mentioned above. The research location chosen by the researcher was at the Researcher's House because the research was conducted online using a google form. The results of this study indicate that exposure to Scarlett Whitening advertisements on Instagram has a significant effect on purchasing decisions, The influence of Scarlett Whitening's advertising exposure on Instagram is 95% on product purchase decisions by Instagram followers @lapakunique_malang. Thus, it can be concluded that there is an effect of exposure to Scarlett Whitening ads on Instagram on purchasing decisions