PENGARUH VARIASI PRODUK DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI UMKM FESYEN CHIC TASIKMALAYA

Sanita Novriza Br Sembiring, - (2024) PENGARUH VARIASI PRODUK DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI UMKM FESYEN CHIC TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh variasi produk dan social media marketing terhadap keputusan pembelian di UMKM Fesyen Chic Tasikmalaya, Jawa Barat, Indonesia. Penelitian ini menguji tiga variabel yang terdiri dari variasi produk (X1) dan social media marketing (X2) dengan variabel terikatnya adalah keputusan pembelian (Y). Responden penelitian ini merupakan konsumen yang mengikuti media sosial Instagram Chic dengan populasi sebanyak 2.092 pengikut dan sampel yang diteliti berjumlah 95 responden dengan teknik purposive sampling. Teknik pengumpulan data menggunakan kuesioner dan mengaplikasikan metode kuantitatif dengan analisis data melalui regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial variabel variasi produk memiliki pengaruh positif terhadap keputusan pembelian, dan variabel social media marketing Instagram memiliki pengaruh positif terhadap keputusan pembelian. Variasi produk dan social media marketing Instagram berpengaruh positif secara simultan terhadap keputusan pembelian sebesar 64,5%. Hasil ini diketahui dari hasil variasi produk (X1) dengan nilai Beta 0.277 dan social media marketing (X2) nilai Beta 0.327 dengan nilai konstanta pada uji regresi linier berganda sebesar 7.972 dan nilai R square 0.645 sehingga dapat disimpulkan jika variasi produk dan social media marketing Instagram meningkat maka keputusan pembelian di UMKM Fesyen Chic juga meningkat dan demikian sebaliknya jika variasi produk dan social media marketing Instagram menurun maka keputusan pembelian menurun. This study aims to determine the influence of product variations and social media marketing on purchasing decisions at Tasikmalaya Chic Fashion MSMEs, West Java, Indonesia. This study tested three variables consisting of product variations (X1) and social media marketing (X2) with the dependent variable being the purchase decision (Y). Respondents in this study were consumers who followed Instagram Chic social media with a population of 2,092 followers and the sample studied consisted of 95 respondents using a purposive sampling technique. Data collection techniques using questionnaires and applying quantitative methods to data analysis through multiple linear regression. The results showed that partially the product variation variable had a positive influence on purchasing decisions, and the social media marketing Instagram variable has a positive influence on purchasing decisions. Product variations and Instagram social media marketing have a simultaneous positive effect on purchasing decisions by 64.5%. These results are known from the results of product variations (X1) with a beta value of 0.277 and social media marketing (X2) with a Beta value of 0.327 with a constant value in the multiple linear regression test of 7.972 and an R square value of 0.645 so that it can be concluded that product variations and Instagram social media marketing increases, purchasing decisions at Chic Fashion MSMEs also increase and vice versa if the variety of products and Instagram social media marketing decreases, purchasing decisions decrease

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Ismail Yusup: 6146933 Ghia Ghaida Kanita: 6084910
Uncontrolled Keywords: kewirausahaan, pemasaran media sosial, variasi produk, umkm entrepreneurship, social media marketing, product variations, MSMEs
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User: Sanita Novriza Br Sembiring
Date Deposited: 11 Jun 2024 01:54
Last Modified: 11 Jun 2024 01:54
URI: http://repository.upi.edu/id/eprint/118159

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