PENGARUH INSTAGRAM MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI BLACK KHOZIE

    Melisa Dwilestari, - (2023) PENGARUH INSTAGRAM MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI BLACK KHOZIE. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini memiliki tujuan untuk mengetahui apakah Instagram marketing berpengaruh terhadap keputusan pembelian. Digital marketing dengan indikator Accessibility, Interactivity, Entertainment, Credibility, Informativeness, dan Irritation. Penelitian ini menggunakan metode penelitian kuantitatif dan dengan menggunakan analisis data linear sederhana. Populasi penelittian ini adalah konsumen dari Black Khozie, sampel yang dibutuhkan sebanyak 100 responden. Dari hasil penelitian ini menunjukan adanya pengaruh signifikan antara variabel digital marketing Instagram terhadap keputusan pembelian konsumen dengan nilai signifikan sebesar 57,3%. Terdapat juga hubungan atau korelasi yang kuat dan positif antara kedua variabel dengan nilai 0,895. Dengan penelitian ini diharapkan Black Khozie dapat meningkatkan digital marketing yang telah dilakukan sehingga dapat meningkatkan keputusan pembelian dan dapat bersaing dengan pasar yang tidak mudah. This study aims to determine whether Instagram marketing influences purchasing decisions. Digital marketing with indicatorsAccessibility, Interactivity, Entertainment, Credibility, Informativeness, and Irritation. This study uses quantitative research methods and by using simple linear data analysis. The population of this research is consumers from Black Khozie, the required sample is 100 respondents. The results of this study indicate that there is a significant influence between Instagram digital marketing variables on consumer purchasing decisions with a significant value of 57.3%. There is also a strong and positive relationship or correlation between the two variables with a value of 0.895. With this research, it is hoped that Black Khozie can improve the digital marketing that has been done so that it can improve purchasing decisions and be able to compete with markets that are not easy.

    Baca Full Text klik disini
    [thumbnail of S_MIK_1800315_Title.pdf] Text
    S_MIK_1800315_Title.pdf
    Download (792kB)
    [thumbnail of S_MIK_1800315_Chapter1.pdf] Text
    S_MIK_1800315_Chapter1.pdf
    Download (447kB)
    [thumbnail of S_MIK_1800315_Chapter2.pdf] Text
    S_MIK_1800315_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (398kB)
    [thumbnail of S_MIK_1800315_Chapter3.pdf] Text
    S_MIK_1800315_Chapter3.pdf
    Download (789kB)
    [thumbnail of S_MIK_1800315_Chapter4.pdf] Text
    S_MIK_1800315_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (419kB)
    [thumbnail of S_MIK_1800315_Chapter5.pdf] Text
    S_MIK_1800315_Chapter5.pdf
    Download (81kB)
    [thumbnail of S_MIK_1800315_Appendix.pdf] Text
    S_MIK_1800315_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (1MB)
    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Agus Sudono : 6134240 Ilmiati Tsaniah: 6806935
    Uncontrolled Keywords: Digital Marketing, Instagram, Keputusan Pembelian
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: Melisa Dwilestari
    Date Deposited: 02 Aug 2024 03:37
    Last Modified: 02 Aug 2024 03:37
    URI: http://repository.upi.edu/id/eprint/119541

    Actions (login required)

    View Item View Item