Persuasive Messages Effect of @bittersweet_by_najla Instagram Account on Customer Perceptions September 2020 Period
- 10.2991/assehr.k.210805.132How to use a DOI?
- Persuasive messages, customer perceptions, Instagram
This study aims to determine the persuasive messages effect of @bittersweet_by_najla’s Instagram account on customer perceptions September 2020 period. The theory used in this study is the theory of persuasive communication, persuasive messages, and perceptions. The research method used in this study is quantitative approach with a survey method. Data collection was carried out by distributing questionnaires to 100 samples of customer respondents who followed the @bittersweet_by_najla Instagram account. Then, the validity of the data obtained was tested by validity and reliability tests. The technique of processing and analyzing the data of this research uses classic regression assumption test, simple regression analysis, correlation coefficient analysis, determination coefficient analysis, and t test. The results showed that there was an effect of persuasive messages on @bittersweet_by_najla Instagram account towards customer perceptions for the period of September 2020, with the results of the t test showing the t value of 13.669> 1.984 t table. In addition, the result of the determination coefficient test showed the number 0.652, which means that the persuasive message on @bittersweet_by_najla Instagram account affected customer perceptions for the September 2020 period by 65.2%.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Michaela Felicia AU - Diah Ayu Candraningrum PY - 2021 DA - 2021/08/08 TI - Persuasive Messages Effect of @bittersweet_by_najla Instagram Account on Customer Perceptions September 2020 Period BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 837 EP - 841 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.132 DO - 10.2991/assehr.k.210805.132 ID - Felicia2021 ER -