ANALISIS SOCIAL MEDIA MARKETING ACTIVITY TERHADAP PURCHASE INTENTION PRODUK ERIGO : Survei Pada Pengikut Instagram Erigostore

Irsyaddhia Jiyad Falinska, - (2023) ANALISIS SOCIAL MEDIA MARKETING ACTIVITY TERHADAP PURCHASE INTENTION PRODUK ERIGO : Survei Pada Pengikut Instagram Erigostore. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui gambaran mengenai social media marketing activity pada pengikut Instagram Erigostore, mengetahui gambaran mengenai purchase intention pada pengikut Instagram Erigostore, dan menguji pengaruh social media marketing activity terhadap purchase intention produk Erigo pada pengikut Instagram Erigostore. Variabel pada penelitian ini terdiri dari satu variabel independen yaitu social media marketing activity (X) dan satu variabel dependent yaitu purchase intention (Y). Sampel dalam penelitian ini adalah pengikut dari Instagram Erigostore. Metode penarikan sampel penelitian ini dengan cara non-probability sampling dengan teknik purposive sampling. Sedangkan pengumpulan data dilakukan dengan menyebarkan kuesioner pada pengikut Instagram Erigostore sebanyak 400 responden. Hasilnya yang didapat menunjukkan bahwa social media marketing activty berada di kategori tinggi dan purchase intention berada di kategori netral. Pada penelitian terdapat juga adanya pengaruh positif dan signifikan antara social media marketing activity terhadap purchase intention. Kedepannya Erigo diharapkan dapat membuat invoasi terhadap social media marketing agar dapat meningkatkan purchase intention dari pengikut Instagram Erigostore. Kata Kunci: social media marketing activity, purchase intention, Erigo This study aims to determine the description of social media marketing activity on Erigostore Instagram followers, determine the description of purchase intention on Erigostore Instagram followers, and examine the effect of social media marketing activity on purchase intention of Erigo products on Erigostore Instagram followers. The variables in this study consist of one independent variable, namely social media marketing activity (X) and one dependent variable, namely purchase intention (Y). The sample in this study were followers of Erigostore Instagram. The method of drawing samples in this study was by means of non-probability sampling with purposive sampling technique. While data collection was carried out by distributing questionnaires to 400 Erigostore Instagram followers. The results obtained show that social media marketing activty is in the high category and purchase intention is in the neutral category. In the study there was also a positive and significant influence between social media marketing activity on purchase intention. In the future, Erigo is expected to make innovations to social media marketing in order to increase the purchase intention of Erigostore Instagram followers. Keywords: social media marketing activity, purchase intention, Erigo

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=pVlhLAsAAAAJ ID SINTA Dosen Pembimbing: VANESSA GAFFAR : 5993246 EKA SURACHMAN : 5979141
Uncontrolled Keywords:	social media marketing activity, purchase intention, Erigo
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Irsyaddhia Jiyad Falinska
Date Deposited:	20 Sep 2023 09:12
Last Modified:	20 Sep 2023 09:12
URI:	http://repository.upi.edu/id/eprint/106932

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