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.

    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.

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