Analisis Pengaruh Iklan Melalui Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Pada Umkm Jajan.Yook (Studi Kasus Masyarakat Kecamatan Bengkalis)

The objective of this study is to analyze respondents responses regarding Instagram social media advertising for the MSMEs "Jajan Yook," analyze responses regarding purchasing decisions for "Jajan Yook," and analyze the influence of Instagram social media advertising on purchasing decisions for "Jajan Yook" (a case study involving the community of Bengkalis District). This is a quantitative study utilizing primary data sources (questionnaires). The sampling technique employed was snowball sampling, involving 100 respondents from the Bengkalis District community who follow the "Jajan Yook" Instagram account. Data collection was conducted by distributing questionnaires to Bengkalis District residents who use Instagram and have purchased "Jajan Yook" products. Data analysis involved validity tests, reliability tests, classical assumption tests, simple linear regression, and t-tests. Regarding the Instagram social media advertising variable, the respondents' responses yielded a high mean score of 4.05. Responses regarding the purchasing decision variable also resulted in a high mean score of 3.80. The study concludes that Instagram social media advertising has a positive and significant influence on purchasing decisions; Instagram social media advertising accounts for 34.9% of this influence, while the remaining 65.1% is attributed to other factors not examined in this study.