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The Influence of Promotion Through Instagram On Purchasing Decisions For Processed Fish Products at Dakon Frozen Food Sleman, Yogyakarta

Jurnal IPTEKS Pemanfaatan Sumberdaya Perikanan · Vol. 11 No. 1 (2024) · pp. 53–59

DOI
10.20956/jipsp.v11i1.34613
ISSN
2614-5014, 2355-729X
Published
2024-05-30
Publisher
Hasanuddin University
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

Promotion is important in marketing activities, especially in increasing traffic, known as online promotion. Along with the development of increasingly sophisticated technology, the internet is no stranger to marketing a product. An effort to sell a product or service using Internet media can also be called e-marketing. This study aimed to know the effect of promotion through instagram on purchasing decisions for processed fish products at Dakon Frozen Food Sleman, Yogyakarta. The quantitative data of this study are questionnaires distributed to consumers of Dakon Frozen Food Yogyakarta. The sample used in this study were instagram users, with a sample size of 40. The data sources used are primary data and secondary data. The data collection technique used was distributing questionnaires. The data analysis techniques researchers use are simple linear regression, validity test, reliability test, normality test, linearity test, simple linear regression test, correlation coefficient test, determination coefficient test, and hypothesis testing. The results showed that the simple regression analysis equation obtained was Y = 11.242 + 0.756X + e. Instagram promotion (X) significantly influences the purchasing decision variable (Y), with a coefficient of 11.242. In testing the hypothesis using the t-test, the t-count value of the Instagram promotion variable is 11.242> from the table, which is 2.026 and a significant value of 0.000 <0.05. This means that H1 is accepted, namely: There is an influence of Instagram promotion on purchasing decisions for processed fish products at Dakon Frozen Food Sleman, Yogyakarta

Keywords

Collaboration network of the authors

24 authors · 67 co-authorship links · 11 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Politeknik Pertanian Negeri Pangkajene Kepulauan
  • Hasanuddin University
  • Mulawarman University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Mukti ZainuddinHasanuddin University3
Mauli KasmiPoliteknik Pertanian Negeri Pangkajene Kepulauan3
Andi Rusdi WalinonoPoliteknik Pertanian Negeri Pangkajene Kepulauan2
AbdullahPoliteknik Pertanian Negeri Pangkajene Kepulauan2
Lisa SeptianiPoliteknik Pertanian Negeri Pangkajene Kepulauan2
St. Aisjah FarhumHasanuddin University1
Rachmat HidayatHasanuddin University1
Achmar MallawaHasanuddin University1
Safruddin SafruddinHasanuddin University1
Andi Rani Sahni PutriHasanuddin University1
Amir Hamzah MuhiddinHasanuddin University1
Musbir MusbirHasanuddin University1
Ahmad Rezha OktariHasanuddin University1
ZulkifliAffiliation unknown1
IlyasPoliteknik Pertanian Negeri Pangkajene Kepulauan1
Abdul HakimMulawarman University1
Latri ArasAffiliation unknown1
Nurhikmah H NurhikmahAffiliation unknown1
Farida FebriatiAffiliation unknown1
Lutfi B LutfiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/iptekspsp/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">The Influence of Promotion Through Instagram On Purchasing Decisions For Processed Fish Products at Dakon Frozen Food Sleman, Yogyakarta</dc:title>
	<dc:creator xml:lang="en">Ridwan, Muhammad</dc:creator>
	<dc:creator xml:lang="en">Ilyas</dc:creator>
	<dc:creator xml:lang="en">Halisa, Nur </dc:creator>
	<dc:creator xml:lang="en">Zam, Wahyuni</dc:creator>
	<dc:subject xml:lang="en">Lemuru</dc:subject>
	<dc:subject xml:lang="en">Raw Materials</dc:subject>
	<dc:subject xml:lang="en">Receiving System</dc:subject>
	<dc:description xml:lang="en">Promotion is important in marketing activities, especially in increasing traffic, known as online promotion. Along with the development of increasingly sophisticated technology, the internet is no stranger to marketing a product. An effort to sell a product or service using Internet media can also be called e-marketing. This study aimed to know the effect of promotion through instagram on purchasing decisions for processed fish products at Dakon Frozen Food Sleman, Yogyakarta. The quantitative data of this study are questionnaires distributed to consumers of Dakon Frozen Food Yogyakarta. The sample used in this study were instagram users, with a sample size of 40. The data sources used are primary data and secondary data. The data collection technique used was distributing questionnaires. The data analysis techniques researchers use are simple linear regression, validity test, reliability test, normality test, linearity test, simple linear regression test, correlation coefficient test, determination coefficient test, and hypothesis testing. The results showed that the simple regression analysis equation obtained was Y = 11.242 + 0.756X + e. Instagram promotion (X) significantly influences the purchasing decision variable (Y), with a coefficient of 11.242. In testing the hypothesis using the t-test, the t-count value of the Instagram promotion variable is 11.242&amp;gt; from the table, which is 2.026 and a significant value of 0.000 &amp;lt;0.05. This means that H1 is accepted, namely: There is an influence of Instagram promotion on purchasing decisions for processed fish products at Dakon Frozen Food Sleman, Yogyakarta</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2024-05-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en">Research article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/iptekspsp/article/view/34613</dc:identifier>
	<dc:identifier>10.20956/jipsp.v11i1.34613</dc:identifier>
	<dc:source xml:lang="en">Jurnal IPTEKS Pemanfaatan Sumberdaya Perikanan; Vol. 11 No. 1 (2024); 53 - 59</dc:source>
	<dc:source>2614-5014</dc:source>
	<dc:source>2355-729X</dc:source>
	<dc:source>10.20956/jipsp.v11i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/iptekspsp/article/view/34613/11669</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Jurnal IPTEKS Pemanfaatan Sumberdaya Perikanan</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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