The Effect of Online Marketing Through Instagram on Consumer Buying Interest in Alakita Home Made Cakes Ciherang Pandeglang Regency Kabupaten

There are many factors that can be the key to the success of a business, one of which is a good and efficient marketing strategy. In determining the marketing strategy must be thorough, and precise in providing guidance on what will be done in marketing to achieve the objectives. Every business actor always does his best to attract new customers and retain old customers, one of which is the internet. Internet is a network that can connect communication without limits of distance and time. The purpose of this study was to determine the effect of online marketing through Instagram on consumer buying interest in Alakita Home Made Cakes Ciherang, Pandeglang Regency, and to find out how big the influence was. The method used in this research is descriptive analysis method using a quantitative approach. The research population refers to all consumers of Alakita Home Made Cakes Ciherang, Pandeglang district in 2018, totaling 230 with a sample of 146 respondents using simple random sampling technique. Based on the results of the study, it shows that there is an influence between online marketing on consumer buying interest with a correlation coefficient value of 0.752 which means that there is an influence between online marketing on consumer buying interest and is included in the strong category. While the contribution of online marketing variables to buying interest is 56.6% and the other 43.4% is influenced by other factors. And the results of hypothesis testing, it can be seen that t-count (13,696)> r table (1,9766). So it can be stated that Ha is accepted and Ho is rejected, which means that there is a significant influence between online marketing through Instagram on consumer buying interest in Alakita Home Made Cakes Ciherang, Pandeglang Regency.