Abstract
The Instagram account @kemenkes_ri is the official account of the Ministry of Health of the Republic of Indonesia which has been aggressively disseminating information on health protocols, including about the use of masks, during the Covid-19 pandemic. Along with the appeal to use masks, there is an increasing need to buy masks, including among the Indonesian millennials. Information is what consumers are looking for at an early stage in the purchase decision-making process. Therefore, this study aims to determine the influence of information on the @kemenkes_ri Instagram account towards mask purchase decisions among Indonesian millennials. The method used in this research is quantitative by distributing a survey to 100 respondents of Indonesian millennials. The data collected were analyzed using the Method of Successive Interval (MSI), normality test, homogeneity test, correlation coefficient test, determination coefficient test, simple linear regression analysis, and t test. The results of the analysis show that the information on the @kemenkes_ri Instagram account has a significant positive effect on mask purchase decisions among Indonesian millennials. Based on these results, it can be concluded that information can have an influence on consumer purchase decisions.
Highlights
Since it was first discovered in Indonesia on March 2, 2020, the number of cases ofCovid-19 continues to grow
As an institution that is responsible of health services for the Indonesian people, the Indonesian Ministry of Health continues to strive to provide the latest information about COVID-19
The results of this study indicate a significant positive influence of the information variable on Instagram @kemenkes_ri towards the variable decision to purchase masks among the Indonesian millennials
Summary
Since it was first discovered in Indonesia on March 2, 2020, the number of cases ofCovid-19 continues to grow. With the development of social media that is increasingly inseparable from the lives of Indonesian people, information about 3M's health protocol is disseminated by utilizing various existing social networks, including Instagram. One of the Indonesian government institution that uses Instagram to disseminate information is the Ministry of Health of the Republic of Indonesia (Kemenkes RI) with the account @kemenkes_ri. As an institution that is responsible of health services for the Indonesian people, the Indonesian Ministry of Health continues to strive to provide the latest information about COVID-19. The Indonesian Ministry of Health is actively uploading information on Instagram about the dangers of the Covid-19 virus and efforts to prevent the transmission of the Covid-19 virus. Appeals for the use of masks continue to be uploaded on the Instagram account @kemenkes_ri. Information about the use of masks that can be found on Instagram @kemenkes_ri includes the types of masks recommended by WHO, disciplinary campaigns for wearing masks, and how to use masks properly and correctly
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