Analisis Fanatisme Suporter dan Media Sosial Instagram terhadap Keputusan Pembelian pada Persebaya Store dengan Minat Beli sebagai Variabel Intervening

Abstract

The purpose of this study was to analyze the fanaticism of fans and Instagram social media on purchasing decisions at the Persebaya store with buying interest as an intervening variable. This research is a quantitative research. This research is located in Surabaya involving 100 Persebaya store consumers. The data collection technique used in this study was to use a questionnaire in the form of a questionnaire. While the model analysis technique and hypothesis testing used by researchers is Partial Least Square (PLS) analysis with SmartPLS software. The results obtained in this study indicate that (1) fanaticism of supporters has a significant positive effect on consumer buying interest (2) Instagram social media has a significant positive effect on consumer buying interest (3) fanaticism of supporters has no significant positive effect on consumer purchasing decisions (4) Media social Instagram has a significant positive effect on consumer purchasing decisions (5) Purchase intention has a significant positive effect on consumer purchasing decisions (6) Purchase intention as mediation (intervening) has an effect on variable fanaticism of supporters and purchase decisions (7) Purchase intention as mediation (intervening) has an effect on Instagram social media variables and purchasing decisions.

Keywords: Supporter Fanaticism, Instagram Social Media, Purchase Decision, Purchase Intention