The Influence Of Social Media On Consumer Purchasing Interest In Rinjani Risoles In Kota Bengkulu
Abstract
This study aims to analyze the influence of social media on consumer purchasing interest in Risoles Rinjani in Bengkulu City. This study uses a quantitative approach. Data was collected in July 2025 by distributing questionnaires to 100 respondents who follow the Risoles Rinjani Instagram and TikTok accounts. Most of the respondents were women aged between 21 and 30 years. The data was analyzed using simple linear regression, as well as validity, reliability, and classical assumption tests. The results of this study indicate that social media has a positive and significant influence on consumer purchasing interest in Risoles Rinjani in Bengkulu City, with a regression coefficient value of 0.631 and a t-value of 9.929 > t-table with a significance value of 0.000 < 0.05.
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Copyright (c) 2026 Loissa Saskia Hidayat Nasution, Bambang Sutikno, Amrullah Amrullah
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