The Influence of Exposure and Credibility of the @lokasaji Instagram Account on Interest in Buying Snack Food Products
Abstract
This study aims to determine how much influence the Exposure and Credibility of the @lokasaji Instagram Account on Interest in Buying snack Products. This research method is quantitative with statistical analysis and uses the positivist paradigm. The population was taken by purposive sampling, namely followers of the Instagram account @lokasaji. The sample was 400 respondents distributed to followers of the Instagram account @lokasaji. By using Slovin's formula. This study uses the Elaboration Likelihood Model (ELM) theory. The data analysis method in this study uses validity tests, reliability tests, classical assumption tests, multiple linear regression analysis tests, coefficients of determination tests, T-test, and F test. Based on the T-test and F-test, the exposure variable and the credibility of the Instagram account @lokasaji partially and simultaneously have a positive and significant effect on buying interest in snack products.
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