Mega Ayu Leonita, - (2024) PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN OFFICIAL MERCHANDISE : Survei Pada Komunitas Penggemar NCT Dream di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pembelian official merchandise mencerminkan antusias dari penggemar. Di tahun 2023, terjadi peningkatan sebanyak 144% dalam penjualan album fisik K-Pop. Penjualan album tersebut didominasi oleh penjualan boy grup. Ketika terjadi kenaikan penjualan album fisik, NCT Dream justru mengalami penurunan jumlah penjualan di tahun 2023. Social media marketing dapat dijadikan sebagai solusi untuk meningkatkan keputusan pembelian pada konsumen. Penelitian ini bertujuan untuk memahami bagaimana social media marketing mempengaruhi keputusan pembelian konsumen terhadap official merchandise NCT Dream di Indonesia. Teknik pengumpulan data sekunder menggunakan kajian literatur sedangkan data primer melalui survei Google Form. Sampel terdiri dari 400 followers instagram @nct_dream yang pernah membeli official merchandise. Analisis data menggunakan analisis deskriptif dan verifikatif. Selain itu, uji intrumen penelitian juga dilakukan untuk mengevaluasi validitas dan reliabilitas kuesioner yang digunakan. Pada teknik analisis data juga dilakukan uji normalitas, analisis korelasi, analisis regresi linier sederhana, dan Uji hipotesis (Uji T) dengan bantuan SPSS. Hasil dari penelitian ini menunjukkan bahwa social media marketing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian pada official merchandise NCT Dream. Social media marketing memiliki pengaruh sebesar 70,1% terhadap keputusan pembelian. The purchase of official merchandise reflects fans' enthusiasm. In 2023, there was a 144% increase in physical album sales for K-Pop. These sales were primarily driven by boy groups. However, despite the rise in physical album sales overall, NCT Dream experienced a decline in sales in 2023. Social media marketing can be used as a solution to enhance consumer purchasing decisions. The study aims to understand how social media marketing affects consumer purchasing decisions for official merchandise from NCT Dream in Indonesia. The secondary data collection technique uses literature studies, while primary data is collected through a Google Form survey. The sample consists of 400 @nct_dream Instagram followers who have purchased official merchandise. Data analysis uses descriptive and verification analysis. In addition, a test of the research instrument was also conducted to evaluate the validity and reliability of the questionnaires used. Data analysis techniques also include normality tests, correlation analysis, simple linear regression analysis, and hypothesis testing (the T test) with the help of SPSS. The results of this study indicate that social media marketing has a positive and significant impact on purchasing decisions for NCT Dream's official merchandise. Social media marketing influences purchasing decisions by 70.1%.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=LiRoYIkAAAAJ ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Heny Hendrayati: 5994544 |
| Uncontrolled Keywords: | Social media marketing, Keputusan Pembelian, Official merchandise, NCT Dream. Social media marketing, purchase decisions, official merchandise, NCT Dream. |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mega Ayu Leonita |
| Date Deposited: | 25 Sep 2024 04:41 |
| Last Modified: | 25 Sep 2024 04:41 |
| URI: | http://repository.upi.edu/id/eprint/125908 |
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