Pengaruh Konten Instagram @mynewlyfe.id dan Personal Selling terhadap Keputusan Menjadi Nasabah
DOI:
https://doi.org/10.54259/mukasi.v4i4.5464Kata Kunci:
Marketing Strategy, Social Media, Instagram Content, Personal Selling, Customer DecisionAbstrak
Marketing strategy is a series of activities carried out by company to achieve specific marketing objectives. Instagram content is one of the marketing strategies used by Manulife to deliver information to audiences with the aim of influencing them to become customers. In the digital era, where many companies maximize the use of social media, Manulife still used personal selling. Through personal selling, consumers can ask questions and receive information directly, in a detailed and structured manner, while also building closer relationships between sellers and customers. This study aims to determine the influence of Instagram content and personal selling on customer decision-making, using a quantitative approach with 96 respondents, determined using the Rao Purba formula. The results show that Instagram content from @mynewlyfe.id has a significant influence on customer decisions by 38.8%, with a t-value of 3.917 and a significance level of <0.05. Personal selling also significantly affects customer decisions by 36.2%, with a t-value of 3.848 and a significance level of <0.05. Simultaneously, both variables contribute 36.7% to customer decision-making. These findings indicate that Instagram content from @mynewlyfe.id has a moderate influence on customer decisions; personal selling also has a moderate influence; and both, Instagram content and personal selling simultaneously affect customer decisions by 36.7%.
Unduhan
Referensi
Bainotti, L. (2024). How Conspicuousness Becomes Productive on Social Media. Sage Journals, 24(2), 339-356. https://doi.org/10.1177/14705931231202435.
Belch, G. E. & Belch, M. (2018). Advertising and Promotion an Integrated Marketing Communication Perspective(11th Ed.). New York: Mc Graw Hill Education.
Cravens, D. W. & Piercy, N. F. (2017). Strategic Marketing. McGraw: Hill Education.
Dainton, M. & Zelley, E. D. (2015). Applying Communication Theory for Professional Life: A Practical Introduction (5th Ed.). SAGE Publications.
Darsana, I. M., Rahmadani, S., Salijah, E., Akbar, A. Y., Bahri, K. N., Amir, N. H., Jamil, S. H., Nainggolan, H. L., Anantadjaya, S. P. D., & Nugroho, A. (2023). Strategi Pemasaran. Bali: Intelektual Manifes Media.
Data Indonesia. (n.d.). Data Jumlah Pengguna Media Sosial di Dunia 11 Tahun Terakhir Hingga Juli 2025. Diakses pada Agustus 1, 2025 dari: https://dataindonesia.id/internet/detail/data-jumlah-pengguna-media-sosial-di-dunia-11-tahun-terakhir-hingga-juli-2025.
Eckhardt, G.M. & Bardhi, F. (2019). New Dynamics of Social Status and Distinction. Sage Journals, 20(1), 1–18. https://doi.org/10.1177/1470593119856650.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Semarang: Universitas Diponegoro.
Hendrickx, J. & Opgenhaffen, M. (2024). Introduction: Understanding Social Media Journalism. RoutledgeJournalism Studies, 25(9), 919-930. https://doi.org/10.1080/1461670X.2024.2368861.
Herianto, B. M. & Hidayat, R. (2020). Pengaruh Personal Selling dan Sosial Media Marketing Terhadap Keputusan Pembelian (Studi Kasus Pada Authentic Guards Technology di Bandung Tahun 2020). eProceddings of Applied Science, 6(3), 2830-2835.
Istijanto & Purusottama, A. (2023). Is Traditional Media Communication Less Effective Than Social Media and Personal Selling For Brand Building? Empirical Evidence From A Cosmetic Brand in Indonesia. Cogent Social Sciences, 9, 1-17. https://doi.org/10.1080/23311886.2023.2276620.
Jabnabillah, F. & Margina, N. (2022). Analisis Korelasi Pearson dalam Menentukan Hubungan Antara Motivasi Belajar Dengan Kemandirian Belajar Pada Pembelajaran Daring. Jurnal Sintak, 1(1), 15-17.
Jindal, P. (2015). Risk Preferences and Demand Drivers of Extended Warranties. Web of Science Marketing Science, 34 (1), 39–58. http://dx.doi.org/10.1287/mksc.2014.0879.
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2016). Principles of Marketing. New Jersey: Pearson Prentice Hall.
Luo, X., Cheah, J. H., Hollebeek, L. D., & Lim, X. J. (2024). Boosting Customers’ Impulsive Buying Tendency in Live-Streaming Commerce: The Role of Customer Engagement and Deal Proneness. Journal of Retailing and Consumer Services, 77.
Mustapa, A., Machmud, R., Radji, D. L. (2022). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Pada UMKM Jiksau Food. Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 264-270. https://doi.org/10.37479/jimb.v5i1.14898.
Nandita, K. F. N., Pradipa, B. D., Wati, L. S., Azzahra, M. N., & Dewanto, S. (2023). Pengaruh Konten Instagram Terhadap Keputusan Pembelian Indomie Ramen Series. Jurnal Manajemen Bisnis dan Terapan, 1(2), 54-66. https://doi.org/10.20961/meister.v1i2.772.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer/Verlag.
Reiner, J., Wamsler, J., Bornemann, T., & Natter, M. (2024). How Insurance Prices Affect Consumers’ Purchase Decisions: Insurance Price as a Risk Signal. Sage Journals.
Schaefer, S. M. (2023). The Corporate Social Media Creep. Routledge Culture and Organization, 29(2), 124-138. https://doi.org/10.1080/14759551.2022.2153129.
Sugiyono. (2020). Metode Penelitian Kombinasi (Mixed Methods). Bandung: Alfabeta.
Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis Dan Ekonomi. Yogyakarta: Pustaka Baru.
Suparwo, A., Riana, D., & Sari, R. D. (2017). Pelaksanaan Personal Selling Dalam Pengaruhnya Terhadap Keputusan Pembelian Polis Asuransi. Jurnal Ecodemica, 1(2), 241-248.
Suyani, Y. E. & Secapramana, V. H. (2021). Personal Selling dan Minat Beli di Industri Asuransi. Jurnal Manajemen Bisnis, 18(4), 481-501. https://doi.org/10.38043/jmb.v18i4.3283.
Suryani, T., Nurhadi, M., Fauzi, A. A., Cordova, F. F., & Kom, S. (2022). Strategi Pengelolaan Aktivitas Pemasaran di Media Sosial. Surabaya: Jakad Media Publishing.
Voorveld, H. A. M., Noort, G. V., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754.
Yunida, R., Permanasari, L., Shintia, N., Wardhana, M. W., & Anwar, H. (2023). The Effect of Personal Selling and Ease of Claim Settlement on the Increasing Number of Customers at PT. Jasindo Sharia Insurance Banjarmasin. Asian Journal of Management Entrepreneurship and Social Science, 3(1), 475-488. https://doi.org/10.63922/ajmesc.v3i01.256.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Sharon Astrid Valentina Imanuella Linanto, Widya Natassha Rachim
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MUKASI (Jurnal Ilmu Komunikasi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MUKASI (Jurnal Ilmu Komunikasi).
