PENGARUH INSTAGRAM MARKETING TERHADAP REVISIT INTENTION DI DREEZEL COFFEE BANDUNG

Fadhl Faishol Farros, - (2023) PENGARUH INSTAGRAM MARKETING TERHADAP REVISIT INTENTION DI DREEZEL COFFEE BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu;

Abstract

Penelitian ini memiliki tujuan untuk mengetahui bagaimana pengaruh instagram marketing terhadap revisit intention di Dreezel Coffee Bandung. Variabel bebas (X), yaitu instagram marketing yang memiliki enam elemen, di antaranya, ialah accessibility, interactivity, entertainment, credibility, irritation, dan informativeness. Sedangkan variabel terikat (Y) pada penelitian ini ialah revisit intention dengan dimensi intention to revisit, intention to recommend, dan resistance to change. Metode yang digunakan dalam penelitian ini, yaitu menggunakan metode kuantitatif, terdapat 100 responden dalam penelitian ini yang merupakan followers akun sosial media instagram dan pernah berkunjung ke Dreezel Coffee Bandung. Teknik pengolahan data menggunakan uji validitas dan reliabilitas, uji asumsi klasik, serta uji regresi linear sederhana dengan uji t (parsial). Hasil dalam penelitian ini instagram marketing memiliki nilai thitung 7,204 > ttabel 1,984 dengan sig 0,000 < 0,05. Maka dari itu, disimpulkan bahwa variabel instagram marketing memiliki peran terhadap revisit intention. This research aims to find out how Instagram marketing influences revisit intention at Dreezel Coffee Bandung. The independent variable (X), namely instagram marketing, has six elements, including accessibility, interactivity, entertainment, credibility, irritation and informativeness. Meanwhile, the dependent variable (Y) in this study is revisit intention with the dimension intention to revisit, intention to recommend, and resistance to change. The method used in this research is using quantitative methods. There are 100 respondents in this research who are followers of Instagram social media accounts and have visited Dreezel Coffee Bandung. Data processing techniques use validity and reliability tests, classical assumption tests, and simple linear regression tests with t tests (partial). The results in this research for Instagram marketing have a tstatistics value of 7.204 > ttable 1.984 with a sig of 0.000 < 0.05. Therefore, it is concluded that the Instagram marketing variable has a role in revisit intention.

Item Type: Thesis (S1)
Additional Information: ORCID ID Dosen Pembimbing: Indriyani Handyastuti: 0009-0002-7250-1472 ID Sinta Dosen Pembimbing: Della Maghfira Napu : 6745730
Uncontrolled Keywords: Instagram Marketing, Revisit Intention, Dreezel Coffee Shop
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Fadhl Faishol Farros -
Date Deposited: 09 Oct 2023 01:59
Last Modified: 09 Oct 2023 01:59
URI: http://repository.upi.edu/id/eprint/109586

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