The Influence of Social Media Marketing (Instagram) On The Patients Decision To Use Services Products of BKIA Rakyat Pratama Clinic During Covid-19 Pandemic

This study aims to determine the effect of social media marketing, content
creation, content sharing, connecting, and community building on the
purchasing decision tp buy product services at the BKIA Rakyat pratama
clinic in Makassar. The design of this research is quantitative approach. The
data obtained from questionnaires. The population were patients at the
BKIA Rakyat pratama clinic who had purchased product services at the
BKIA Rakyat pratama clinic. And the sample used 225 patients. The
analytical method used is multiple linear regression analysis and R2 test
with SPSS (Statistical Product and Service Solutions) tools. The results of
this study indicate that social media marketing, content creation, content
sharing, connecting, and community building, simultaneously influence
purchasing decisions. content creation, content sharing, and connecting
have a positive and significant relationship to purchasing decisions at BKIA
Rakyat, while community development has a positive but not significant
relationship to purchasing decisions.