The Effect of Instagram Advertising Exposure Tiket.Com on Purchasing Decisions of Instagram Followers @Tiket.Com

Abstract

This study examines the exposure of Tiket.com advertisements on Instagram to the purchase decision of #SerasaDi Eropa Tiket.com content advertisements on @tiket.com account followers. This research uses quantitative research where the analysis method is simple linear regression. The subjects of this research are followers of Tiket.com's official account on Instagram, namely @tiketcom, who have watched the #SerasaDi Europe advertisement. The object of this research is Tiket.com's #SerasaDi Europe content advertisement. This research uses primary data collection by distributing questionnaires to 100 respondents. Ad Exposure has a significant positive influence on the decision to purchase vacation tickets at Tiket.com on Instagram. The regression coefficient X of 0.408 can be stated that every 1% increase in the value of Advertising Exposure, the Purchasing Decision value increases by a total of 0.408. The regression coefficient has a positive value, so it can be defined that the direction of influence of variable X on Y is positive. The results of the study prove that Tiket.com ad exposure on Instagram has a positive influence on advertised purchasing decisions. So that Ha is accepted, namely Ad Exposure which has an influence on Purchasing Decisions (Y).