The Impact Of Social Media On Increasing The Use Of Wedding Organizer Services

Abstract

This research is motivated by the rise of wedding organizers in Garut Regency who use Instagram social media as a promotional medium to attract consumers. One that uses Instagram social media, namely wedding Kakasihs. The purpose of this research is to analyze the influence of information and frequency of Instagram social media on increasing the use of wedding organizer services in Garut Regency. The research method used is a descriptive method with a quantitative approach with data collection methods, namely questionnaires that have been tested for validity and reliability. The subjects in this study were adult Garut youth who were taken based on the Slovin sampling technique as many as 100 respondents who had seen or watched Instagram social media accounts of wedding Kakasihs. Statistical data analysis in this study used regression analysis, correlation analysis, analysis of the coefficient of determination and hypothesis testing. The results of this study indicate that Instagram social media wedding Kakasihs have an influence of 71.9% with strong criteria for increasing the use of wedding organizer services in Garut district.