HUBUNGAN PROMOSI BUKU OLEH BOOKSTAGRAMMER DENGAN MINAT BELI: Studi EPIC Model pada @mfdhaz8

Najwa Fakhrani, - (2024) HUBUNGAN PROMOSI BUKU OLEH BOOKSTAGRAMMER DENGAN MINAT BELI: Studi EPIC Model pada @mfdhaz8. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Media sosial telah mentransformasi promosi buku ke dalam platform digital yang lebih interaktif, dengan Instagram menjadi platform utama dikarenakan memiliki 139 juta pengguna aktif di Indonesia per Januari 2024. Bookstagrammer hadir sebagai strategi pemasaran yang efektif melalui konten visual dan ulasan yang mempengaruhi minat beli followers. Penelitian ini mengkaji hubungan promosi buku oleh bookstagrammer dengan minat beli buku pada followers akun Instagram @mfdhaz8, dengan fokus pada empat dimensi EPIC Model yaitu Empathy, Persuasion, Impact, dan Communication. Penelitian ini dilakukan karena potensi bookstagrammer dalam mempengaruhi perilaku konsumen buku belum banyak dieksplorasi di Indonesia, serta perlunya pemahaman lebih mendalam tentang hubungan promosi melalui platform Instagram di era digital. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif, melibatkan 100 followers yang dipilih melalui purposive sampling dengan kriteria: (1) telah mengikuti akun Instagram @mfdhaz8 minimal selama 3 bulan, (2) aktif memberikan like atau komentar pada postingan promosi buku, (3) pernah membeli buku yang dipromosikan oleh akun @mfdhaz8 minimal 1 kali, dan (4) berdomisili di luar Bandung. Data dikumpulkan menggunakan kuesioner online dan dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan hubungan kuat antara promosi buku oleh bookstagrammer dengan minat beli, dimana dimensi Persuasion memiliki hubungan terkuat, diikuti dimensi Communication, Impact, dan Empathy yang memiliki hubungan cukup kuat. Penelitian menemukan profil followers sebagian besar berusia 18-35 tahun dan tersebar di berbagai kota besar Indonesia memiliki hubungan dengan tingkat minat beli. Kesimpulan penelitian ini ialah terdapat hubungan yang kuat antara promosi buku oleh bookstagrammer dengan minat beli, terutama pada kalangan yang mengikuti akun bookstagrammer.

Social media has transformed book promotion into a more interactive digital platform, with Instagram being the main platform as it has 139 million active users in Indonesia as of January 2024. Bookstagrammer present effective marketing strategies through visual content and reviews that influence followers' purchase intentions. This study analyzes the impact of book promotion through bookstagrammer on purchase intentions among @mfdhaz8 followers, using the EPIC Model (Empathy, Persuasion, Impact, and Communication). This study is important considering the limited studies on the influence of bookstagrammer on book consumer behavior in Indonesia. This study uses a quantitative approach with an associative method, involving 100 followers selected through purposive sampling with the following criteria: (1) following the @mfdhaz8 Instagram account for at least 3 months, (2) actively involved through likes or comments on book promotion posts, (3) have purchased at least one book promoted by @mfdhaz8, and (4) domiciled outside Bandung. Data collection using an online questionnaire and analysis using simple linear regression. The results of the study showed a strong relationship between book promotion by bookstagrammer and buying interest, where the Persuasion dimension had the strongest relationship, followed by the Communication, Impact, and Empathy dimensions which had a strong relationship. The research found that the profile of followers is mostly 18-35 years old and spread across various major cities in Indonesia has a relationship with the level of buying interest. The conclusion of this study is that there is a strong relationship between book promotion by bookstagrammer and buying interest, especially among those who follow bookstagrammer accounts.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=2sIEMSMAAAAJ ID SINTA Dosen Pembimbing: Linda Setiawati: 5995101 Gema Rullyana: 5994404
Uncontrolled Keywords:	bookstagrammer, EPIC model, instagram, minat beli, promosi buku. book promotion, bookstagrammer, buying interest, epic model, instagram.
Subjects:	Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science Z Bibliography. Library Science. Information Resources > Z719 Libraries (General)
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Perpustakaan dan Informasi
Depositing User:	Najwa Fakhrani
Date Deposited:	03 Feb 2025 10:51
Last Modified:	03 Feb 2025 10:51
URI:	http://repository.upi.edu/id/eprint/130224

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