Pengaruh Media Sosial Instagram, Gaya Hidup dan Citra Merek terhadap Keputusan Pengguna MRT Jakarta pada Generasi Milenial
DOI:
https://doi.org/10.38035/jim.v4i3.1173Keywords:
Citra Merek, Gaya Hidup, Instagram, MRT Jakarta, Keputusan PenggunaAbstract
MRT Jakarta merupakan salah satu moda transportasi modern yang berperan penting dalam mendukung mobilitas masyarakat perkotaan. Di era digital ini, media sosial seperti Instagram menjadi alat yang sangat berpengaruh dalam membentuk persepsi dan keputusan pengguna. Namun, meskipun MRT Jakarta memiliki jumlah pengikut yang cukup besar di Instagram, belum diketahui jenis konten yang paling berpengaruh dalam menarik minat pengguna. Selain itu, sosial media Instagram MRT Jakarta belum dimanfaatkan secara maksimal untuk menginformasikan lokasi-lokasi yang menunjang gaya hidup milenial dan juga membangun citra merek. Penelitian ini bertujuan untuk mengkaji pengaruh media sosial Instagram, gaya hidup, dan citra merek terhadap keputusan penggunaan MRT Jakarta oleh generasi milenial. Metode yang digunakan adalah kuantitatif dengan pendekatan survei terhadap populasi pengguna MRT Jakarta di kalangan milenial. Penelitian ini menerapkan metode kuantitatif dengan melakukan survei terhadap populasi pengguna MRT Jakarta yang berasal dari generasi milenial. Sampel penelitian terdiri dari 140 responden yang dipilih menggunakan teknik sampling insidentil. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan dari variabel media sosial sebesar 30,3%, gaya hidup sebesar 50,4%, dan citra merek sebesar 51,7% terhadap keputusan pengguna. Selain itu, ketiga variabel tersebut juga secara simultan atau bersama-sama berpengaruh terhadap keputusan pengguna MRT Jakarta sebesar 64,8%.
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