PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION PADA INSTAGRAM @ESTIVATE_

Shidqi Ariq Mufqi, - (2023) PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION PADA INSTAGRAM @ESTIVATE_. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Dalam era yang penuh tantangan dan perubahan (VUCA) yang dipengaruhi oleh pengaruh teknologi, UMKM di bidang fashion di Indonesia, termasuk Estivate, menjadi fokus perhatian. Fenomena "thrifting" dan strategi content marketing di platform Instagram memiliki peran sentral dalam dinamika industri ini. UMKM fashion berhadapan dengan tantangan serius, terutama dampak negatif dari fenomena thrifting terhadap bisnis lokal. Selain itu, penting untuk memahami seberapa efektif strategi content marketing di platform Instagram, seperti yang diimplementasikan oleh Estivate, dalam memengaruhi purchase decision. Sementara itu, fluktuasi penjualan yang tidak konsisten menjadi salah satu masalah utama yang dihadapi oleh Estivate ketika mereka berusaha memaksimalkan strategi pemasaran mereka. Penelitian ini menerapkan pendekatan analisis deskriptif kuantitatif. Data yang diperlukan diperoleh melalui proses penyebaran kuesioner dengan menggunakan teknik purposive sampling. Sampel penelitian ini terdiri dari 100 responden yang merupakan pengikut akun Instagram @estivate_. Hasil penelitian menunjukkan bahwa Content Marketing memiliki dampak positif dan signifikan sebesar 23.8% terhadap purchase decision di akun Instagram Estivate. Hasil penelitian ini memiliki implikasi yang penting. UMKM fashion seperti Estivate dapat memperkaya pengalaman pembeli dengan menyajikan konten yang mendalam tentang kain batik, termasuk aspek sejarah, proses pembuatan, dan nilai-nilai budaya yang terkait. Ini memberikan wawasan lebih dalam kepada audiens yang mencari pemahaman lebih luas tentang produk dan warisan budaya yang diwakili oleh UMKM tersebut. Dengan demikian, strategi content marketing yang relevan dan bermanfaat dapat menjadi sarana untuk menarik minat dan kepercayaan konsumen, dan akhirnya berdampak positif terhadap purchase decision. : In an era marked by challenges and transformations (VUCA) driven by technological influences, Small and Medium Enterprises (SMEs) in the fashion sector in Indonesia, including Estivate, have come into the spotlight. The phenomenon of "thrifting" and content marketing strategies on the Instagram platform play a central role in the dynamics of this industry. SMEs in the fashion sector confront substantial challenges, particularly the adverse effects of the thrifting phenomenon on local businesses. Furthermore, it is crucial to ascertain the effectiveness of content marketing strategies on the Instagram platform, as implemented by Estivate, in influencing purchase decisions. Meanwhile, inconsistent sales fluctuations emerge as a primary concern faced by Estivate as they endeavor to optimize their marketing strategies. This research employs a quantitative descriptive analysis approach. Data required for the study were obtained through a questionnaire dissemination process utilizing purposive sampling techniques. The research sample comprises 100 respondents who are followers of the @estivate_ Instagram account. The research findings indicate that Content Marketing exerts a positive and significant impact of 23.8% on purchase decisions on the Estivate Instagram account. These research findings carry substantial implications. Fashion SMEs like Estivate can enhance the buyer experience by offering in-depth content about batik fabric, encompassing historical facets, production processes, and culturally relevant values. This provides a deeper insight to the audience seeking a broader understanding of the product and cultural heritage represented by such SMEs. Therefore, relevant and beneficial content marketing strategies can serve as means to generate consumer interest and confidence, ultimately yielding a positive impact on purchase decisions.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=1pIENcAAAAAJ ID SINTA Dosen Pembimbing Adam Hermawan: 6681172 Btari Mariska Purwaamijaya: 6681170
Uncontrolled Keywords:	Thrifting, Content Marketing, Purchase Decision, Batik; Thrifting, Content Marketing, Purchase Decision, Batik.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Shidqi Ariq Mufqi
Date Deposited:	27 Nov 2023 02:15
Last Modified:	27 Nov 2023 02:15
URI:	http://repository.upi.edu/id/eprint/111691

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