THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON PURCHASE INTENTION OF INSTAGRAM FOLLOWERS @tianlala.upigerlong

Abstract

This study aims to analyze the effect of Social Media Marketing Activities (SMMA) on Purchase Intention among followers of the Instagram account @tianlala.upigerlong. A quantitative approach with a descriptive and verificative design was employed. The research population consisted of 4,344 Instagram followers, and a sample of 98 respondents aged 18–22 years was determined using the Slovin formula with a 10% margin of error. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using simple linear regression with IBM SPSS Statistics version 26. The validity and reliability tests confirmed that all items for the SMMA variable (9 items) and Purchase Intention variable (6 items) were valid and reliable. The regression analysis revealed a coefficient of determination (R²) of 0.546, indicating that 54.6% of the variation in Purchase Intention was explained by SMMA, with a t-value of 10.753 and a significance level of 0.000 (<0.05). These results indicate that social media marketing activities have a positive and significant effect on consumers’ purchase intentions. Theoretically, the study reinforces the importance of digital marketing strategies in building consumer engagement and positive brand perception. Practically, the findings suggest that Tianlala Gerlong managers should enhance creative, interactive, and relevant content strategies to increase audience engagement and purchase intention. Future research is recommended to include mediating variables such as brand trust or customer engagement to deepen understanding of the SMMA influence mechanism.