PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SARAL OFFICIAL DI TASIKMALAYA

Ghinaa Fitri Rahayu, - (2024) PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SARAL OFFICIAL DI TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini berfokus pada social media marketing dan keputusan pembelian pada UMKM Saral Official. Penelitian ini bertujuan untuk mengetahui gambaran umum social media marketing instagram dan keputusan pembelian konsumen pada Saral Official serta untuk mengetahui pengaruh social media marketing instagram terhadap keputusan pembelian pada Saral Official. Metode penelitian ini menggunakan penelitian kuantitatif deskriptif dan verifikatif. Penelitian ini menggunakan data primer dengan menyebarkan kuesioner kepada responden melalui google form. Populasi penelitian ini adalah 10.858 orang dan sampelnya adalah 100 orang menggunakan teknik slovin. Teknik pengolahan data menggunakan uji instrumen penelitian, analisis statistik deskriptif, uji asumsi klasik, uji hipotesis dengan menggunakan SPSS. Hasil dari penelitian ini adalah social media marketing (X) berpengaruh sebesar 65,6% terhadap keputusan pembelian (Y) pada Saral Official sisanya 34,4% dijelaskan oleh variabel lain seperti brand awareness, e-WOM, brand equity, brand loyalty, relationship equity. Apabila social media marketing menurun maka akan berimplikasi terhadap keputusan pembelian pun menurun. Dengan memperbaiki serta meningkatkan dimensi connecting dan content creation maka keduanya akan saling mendukung dalam menciptakan pertumbuhan yang berkelanjutan. This research focuses on social media marketing and purchasing decisions at Saral Official MSMEs. This research aims to find out the general picture of Instagram social media marketing and consumer purchasing decisions at Saral Official and to determine the influence of Instagram social media marketing on purchasing decisions at Saral Official. This research method uses descriptive and verification quantitative research. This research uses primary data by distributing questionnaires to respondents via Google Form. The population of this study was 10,858 people and the sample was 100 people using the Slovin technique. Data processing techniques use research instrument tests, descriptive statistical analysis, classical assumption tests, hypothesis testing using SPSS. The results of this research are that social media marketing (X) has a 65.6% influence on purchasing decisions (Y) at Saral Official. The remaining 34.4% is explained by other variables such as brand awareness, e-WOM, brand equity, brand loyalty, relationship equity. If social media marketing decreases, it will have implications for purchasing decisions. By improving and increasing the dimensions of connecting and content creation, both will support each other in creating sustainable growth.

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Nandang: 6810537 Ismail Yusuf: 6146933
Uncontrolled Keywords:	Social Media Marketing, Keputusan Pembelian Social Media Marketing, Purchasing Decisions
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	GHINAA FITRI RAHAYU
Date Deposited:	23 Sep 2024 04:03
Last Modified:	23 Sep 2024 04:03
URI:	http://repository.upi.edu/id/eprint/125257

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