THE BUSINESS PROMOTION STRATEGY OF “DEV’S HAIRCUT” ON EFFORT TO INCREASE CONSUMER BY SOCIAL MEDIA INSTAGRAM

This study aims to determine the effect of business promotion strategies on increasing consumers by social media Instagram. The method of data collection in this research is to use a questionnaire distributed to Devs Haircut customers. The data were analyzed by multiple linear regression and tested with research instruments (classical assumption test, partial test and simultaneous test) using SPSS software. The results of this study show that social media marketing have a positive and significant effect on promotion, the social media marketing have a positive but not significant effect on the promotion, but significantly capable to be mediator between social media marketing and customer behavior, and promotion have positive and significant effect on consumer behavior.