THE SYMBOLIC INTERACTION IN CONSUMER PURCHASE DECISION AFTER SEEING ADVERTISEMENT: A CASE STUDY ON THE INSTAGRAM OF KIN DOG FOOD

Abstract

This research aims to determine the process of symbolic interaction in purchase decisions by the consumer after seeing an advertisement on the Instagram of Kin Dog Food. Marketing communication has a vital role in the product marketing process because good marketing can achieve the company's main goal. The process of communication between sellers and buyers can be formed because of the role of symbolic interaction. The theory described in this research is the theory of symbolic interaction, purchase Decision and advertising. This research is qualitative research with an exploratory case study method, the research subjects are consumers who have bought the Kin Dog Food products. Data collection methods used are in-depth interviews, observation and documentation. The researchers conducted in-depth interviews with six informants who were consumers of Kin Dog Food and observed Instagram @kin_dog_food to monitor consumer responses to the advertisement on Instagram @kin_dog_food to ensure the accuracy of the data. The result of this research indicate that symbolic interactions play an important role in consumer purchase decision for Kin Dog Food, because the admin is quite active in providing content, advertisement and information on Instagram @kin_dog_food so as to attract consumers' attention to follow the information and finally buy Kin Dog Food products.