INSTASTORY PERILAKU KONSUMEN DI ERA NEW NORMAL

Abstract

The aims of this study to determine consumer behavior and the stages of purchasing decisions due to Instastory marketing carried out by Griya Bakery & Griya Florist in the new normal era. The research method used is a qualitative method. Researchers conducted interviews with selected informants using the "accidental sampling" technique. The informants in this study were 12 people (1 owner and 11 consumers). The stages in data analysis include data collection, data reduction, data display, and conclusion drawing / verification. The theory of consumer behavior and purchasing decisions by Kotler and Armstrong (2008) is used as the basis for this study. Based on the research results, it can be concluded that psychological factors have the greatest influence on Instastory marketing in shaping consumer behavior in the new normal era. The stages of the consumer purchasing decision making process are various. Most informants pass through the need Introduction-Purchase Decision-Post Purchase stage.