The Effect of Instagram as Social Media Marketing on Students’ Comsumtive Behavior (Case Study of Students’ in Faculty of Economics and Business University of Jember from 2016 to 2019 Generation)

Abstract

This research was conducted to find out the significant influence of Instagram as social media marketing on the students’ consumptive behavior (the case study of the Faculty of Economics and Business students, University of Jember, the academic year of 2016-2019). This research was quantitative study using inferential analysis including simple linear regression analysis, analysis of regression variants, F test, coefficient of determination (R2 ) and standard error of estimate. The location of this research was determined by the purposive area method, namely the students of the Faculty of Economics and Business, University of Jember, the academic year of 2016-2019, the purposive sampling was used to determine the number of samples, this research involved 82 respondents. The data was collected using questionnaires, interviews and observations. Data processing techniques of this research were scoring, editing and tabulation. Based on the results of the F Test shows Fcount=> Ftable with a significance level of 0,000 < a=0,05. Based on the research, H0 is rejected and Ha is accepted, so there is a significant influence of Instagram as social media marketing on the consumptive behavior of the Faculty of Economics and Business students, University of Jember, the academic year of 2016-2019. The results of the calculation of the coefficient of determination (R2) is 0.852, it shows that the persentage of Instagram’s influence as social media marketing on consumptive behavior of students of the Faculty of Economics and Business, University of Jember, the academic year of 2016-2019 is 85.2%, while 14.8% is influencediby otherivariables that is not examinediin this study.