Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)

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Persuasive Messages Effect of @bittersweet_by_najla Instagram Account on Customer Perceptions September 2020 Period

Authors
Michaela Felicia, Diah Ayu Candraningrum
Corresponding Author
Diah Ayu Candraningrum
Available Online 8 August 2021.
DOI
10.2991/assehr.k.210805.132How to use a DOI?
Keywords
Persuasive messages, customer perceptions, Instagram
Abstract

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%.

Copyright
© 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/).

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Volume Title
Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 August 2021
ISBN
10.2991/assehr.k.210805.132
ISSN
2352-5398
DOI
10.2991/assehr.k.210805.132How to use a DOI?
Copyright
© 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

risenwbib
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  -