Published: 2026-08-01
Pengaruh Media Sosial Instagram Terhadap Minat Beli Konsumen Secara Offline
DOI: 10.35870/jemsi.v12i4.7144
Abstract
In the digital era, Instagram has become a dominant platform in product marketing, enabling companies to reach a wider audience through engaging visual content. Although interactions and transactions often occur online, consumer purchasing interest in making purchases in physical stores remains significant. The research method used is field research with an associative quantitative approach, the sources of research information are basic information and secondary information. Information in this study was collected using a questionnaire technique, and after the data was collected. The results of this study are to explain the influence of Instagram social media on consumer purchasing interest. The results show that Instagram social media has a positive and significant effect on consumer purchasing interest, indicated by the t-test coefficient value of Instagram social media with a t-table value of (4.298> 0.05). And the magnitude of the influence obtained from the coefficient of determination value of 0.631 is equal to 63.1%. This value indicates that 63.1% of consumer purchasing interest is influenced by Instagram social media while the remaining 36.9% is influenced by other factors. The research method used is a survey with a questionnaire distributed to 200 respondents who actively use Instagram and make purchases offline. The information obtained was analyzed using regression analysis to measure the relationship between the independent variable (Instagram usage) and the dependent variable (offline purchase intention). The results showed a significant positive effect between Instagram social media and offline consumer purchase intention. Engaging content, positive interactions, and effective promotions on Instagram have been shown to increase consumer interest in making purchases in physical stores. This research provides a compelling impetus for businesses to formulate marketing strategies that leverage the power of social media to increase offline sales.
Keywords
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 12 No. 4 (2026)
-
Section: Articles
-
Published: 2026-08-01
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/jemsi.v12i4.7144
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Marlina Marlina, Universitas Serambi Mekkah
Universitas Serambi Mekkah, Indonesia.
Fitriliana Fitriliana, Universitas Serambi Mekkah
Universitas Serambi Mekkah, Indonesia.
Juwita Juwita, Universitas Serambi Mekkah
Universitas Serambi Mekkah, Indonesia.
Putri Mauliza, Universitas Serambi Mekkah
Universitas Serambi Mekkah, Indonesia.
Filia Hanum, Universitas Serambi Mekkah
Universitas Serambi Mekkah, Indonesia.
-
Adelakun, A. B. A., Yakubu, B., & Adewale, B. (2025). Effect of Digital Marketing Practices on Consumer Behaviour of Selected Small And MediumScale Enterprises in Abuja. ABUJA JOURNAL OF BUSINESS AND MANAGEMENT, 3(3).
-
Adenia, N. (2019). Pengaruh Media Sosial Instagram Terhadap Minat Beli Konsumen Secara Offline Pada Toko Rr Stuff Di Bengkulu (Studi Kasus Mahasiswa Febi) (Doctoral dissertation, IAIN BENGKULU).
-
Alfarizi, M. D. (2023). PENGARUH PENGALAMAN, KOMITMEN, DAN SIKAP MEREK, TERHADAP NIAT BELI DI MEDIA SOSIAL (Doctoral dissertation, Universitas Islam Indonesia).
-
Ashriana, A. N., Fitriyani, Z. A., & Pratiwi, E. C. (2023). Pengaruh Media Sosial, Harga, dan Kualitas Produk Terhadap Minat Beli Konsumen di Caption Home Mojokerto. Jurnal Ekobistek, 12(1), 495-499. https://doi.org/10.35134/ekobistek.v12i1.448.
-
Berutu, F. (2022). Pengaruh Promosi Melalui Media Sosial Instagram Terhadap Minat Beli Tamu Di Hotel Sunlake Jakarta. Jurnal Hospitality Dan Pariwisata, 8(2). http://dx.doi.org/10.30813/jhp.v8i2.3805.
-
Ibrahim, B., & Aljarah, A. (2023). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1-25. https://doi.org/10.1080/13527266.2021.1984279.
-
Johan, J., Maradonald, M., & Mukyandi, M. R. (2022). Pengaruh Media Sosial Instagram Terhadap Minat Beli Konsumen Pada@ Basoacicuankiaa Di Sepatan Tangerang. Jurnal Ilmiah Manajemen, Ekonomi Dan Bisnis, 1(2), 01-06. https://doi.org/10.51903/jimeb.v1i2.331.
-
Mothersbaugh, D. L. (2016). Consumer behavior: Building marketing strategy. New York, McGraw-Hill Education.
-
Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.
-
Putri, G. A., & Nofirda, F. A. (2023). Pengaruh Sosial Media dan Harga Terhadap Minat Beli Konsumen (Studi Konsumen Pengguna Instagram di Pekanbaru). Jurnal Ilmiah Mahasiswa Merdeka EMBA, 2(1), 286-302.
-
Rahman, R. A. (2024). PENGARUH PEMASARAN MEDIA SOSIAL ROUGHNECK DI INSTAGRAM TERHADAP MINAT BELI KONSUMEN (Survei Pada Followers Instagram Rougneck 1991 Usia 17-25 Tahun Periode 2023-2024) (Doctoral dissertation, Universitas Mercu Buana-Menteng).
-
Saputra, R. F. R., & Mirnayanti, S. (2024). Pengaruh Pemasaran Media Sosial Instagram Terhadap Minat Beli Konsumen Di Kedai Happinest Tanjung Kabupaten Tabalong. Japb, 7(2), 1896-1909.
-
Stoica, D., Bichescu, C. I., & Stoica, M. (2024). Behavioral Models that Influence Consumers Purchase Decisions. Economics and Applied Informatics, (2), 71-76.
-
Suparnoto, R. F., & Setiobudi, A. (2020). Pengaruh Promosi Media Sosial Instagram Terhadap Minat Beli Produk Havermood. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 5(5), 404-412.
-
Tirta, H. (2024). Analisis Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Sepeda Motor Matic Pada Dealer Jaya Terang 2 Di Kabupaten Situbondo Dengan Keputusan Pembelian Sebagai Variabel Intervening (Doctoral dissertation, Universitas Abdurrachman Saleh Situbondo).
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.