PENGARUH CONTENT MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA MAGOBOX

Nur Samsiah, - (2023) PENGARUH CONTENT MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA MAGOBOX. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini didasari oleh berfluktuasinya insight Instagram dan penjualan produk Magobox secara online melalui e-commerce. Tujuan dilaksanakannya penelitian ini adalah untuk mengetahui gambaran dan pengaruh content marketing Instagram dan keputusan pembelian pada usaha Magobox. Metode yang digunakan dalam penelitian ini yaitu metode kuantitatif dengan pendekatan deskriptif verifikatif untuk menggambarkan content marketing Instagram dan keputusan pembelian usaha Magobox serta mendeskripsikan pengaruh content marketing Instagram terhadap keputusan pembelian usaha Magobox. Data dalam penelitian ini dikumpulkan melalui observasi, kuesioner, dan studi kepustakaan. Kuesioner mengenai pengaruh content marketing Instagram terhadap keputusan pembelian pada usaha Magobox melalui Google Formulir ini dibagikan kepada individu yang telah membeli produk Magobox secara online minimal satu kali. Sampel diambil dengan teknik probability sampling dan jumlah responden yang diperlukan sebanyak 82 responden. Hasil penelitian ini menunjukkan adanya pengaruh positif dan signifikan antara content marketing Instagram dan keputusan pembelian dengan kemampuan content marketing menjelaskan atau memengaruhi keputusan pembelian sebesar 43,1%, sedangkan sisanya sebesar 46,8% dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini seperti brand image, green marketing, influencer marketing, E-WoM, dan lain sebagainya. This research is based on fluctuations in Instagram and online sales of Magobox products through e-commerce. The purpose of this study is to determine the description and influence of Instagram content marketing and purchasing decisions at Magobox businesses. The method used in this research is a quantitative method with a descriptive verification approach to describe content marketing Instagram and Magobox business purchasing decisions and describe the influences of content marketing Instagram on Magobox business purchasing decisions. The data in this research was collected through observation, questionnaires, and a literature study. A questionnaire on the influence of content marketing on Instagram on the purchase decision of the Magobox venture via Google Form is distributed to individuals who have purchased Magobox products online at least once. Samples were taken using the technique of probability sampling, and the number of respondents required was 82. The results of this research show that there is a positive and significant influence between content marketing on Instagram and affordability in purchasing decisions. Content marketing explaining or influencing purchasing decisions amounted to 43.1%, while the remaining 46.8% was influenced by other factors not examined in this research, such as brand image, green marketing, influencer marketing, E-WoM, etc.

Item Type:	Thesis (S1)
Additional Information:	SINTA ID Dosen Pembimbing: Mira Nurfitriya: 6746175
Uncontrolled Keywords:	Content Marketing, Keputusan Pembelian, Magobox Content Marketing, Purchase Decision, Magobox
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Nur Samsiah
Date Deposited:	31 May 2024 03:30
Last Modified:	31 May 2024 03:30
URI:	http://repository.upi.edu/id/eprint/117797

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