PENGARUH PROMOSI INSTAGRAM REELS TERHADAP KEPUTUSAN PEMBELIAN DI EPISODE KOPI

Ita Nuratifa, - (2023) PENGARUH PROMOSI INSTAGRAM REELS TERHADAP KEPUTUSAN PEMBELIAN DI EPISODE KOPI. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promosi instagram reels terhadap keputusan pembelian pada konsumen Episode Kopi di Cirebon. Permasalahan yang ada pada usaha Episode Kopi adalah kurang melakukan update pada unggahan promosi instagram reels seperti unggahan tidak dilengkapi dengan harga dan kurang menanggapi komentar konsumen sehingga terjadi ketidakstabilan atau terjadinya fluktuasi pembelian. Penelitian ini menggunakan jenis kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik sampel yang digunakan adalah sampel jenuh sebanyak 112 responden yang diperoleh dari penjualan di bulan Januari hingga Mei. Penelitian ini menggunakan data primer dan sekunder dengan alat pengumpulan data observasi, wawancara, kueisoner dan dokumentasi. Analisis data menggunakan statistik deskriptif, uji asumsi klasik, regresi linier sederhana, uji hipotesis dan koefisien determinasi. Pengelolaan data menggunakan SPSS. Hasil dari penelitian ini yaitu promosi Instagram Reels berpengaruh secara positif terhadap keputusan pembelian di Episode Kopi sebesar 61,2% dan sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Kata Kunci: Instagram, Keputusan Pembelian, Promosi This research aimed to determine the influence of Instagram reels promotions on purchasing decisions among Episode Kopi consumers in Cirebon. The problem with the Episode Kopi business is that there is a lack of updating promotional uploads on Instagram reels, such as uploads not being accompanied by prices and not responding to consumer comments, resulting in instability or fluctuations in purchases. This research used a quantitative type with a descriptive and verification approach. The sampling technique used was a saturated sample of 112 respondents obtained from sales in January to May. This research uses primary and secondary data with data collection tools: observation, interviews, questionnaires and documentation. Data analysis uses descriptive statistics, classical assumption tests, simple linear regression, hypothesis testing and coefficient of determination. Data management using SPSS. The results of this research that the promotion of Instagram reels had a positive influence on purchasing decisions at Episode Kopi by 61.2% and the rest influenced by other factors that were not researched.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=id&authuser=1&user=B8tcq3EAAAAJ ID SINTA Dosen Pembimbing Ismail Yusup: 6146933
Uncontrolled Keywords: Penggunaan promosi di media sosial instagram, Fitur reels, Episode Kopi Use of promotions on Instagram social media, Reels feature, Coffee Episodes
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User: Ita Nuratifa
Date Deposited: 04 Dec 2023 02:09
Last Modified: 04 Dec 2023 02:09
URI: http://repository.upi.edu/id/eprint/113555

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