PERAN INSTAGRAM MARKETING DENGAN MEDIASI BRAND IMAGE TERHADAP PURCHASE DECISION PADA PAPA AUS DI KOTA BANDUNG

Sindy Azhari Kusumadita, - and Woro Priatini, - and Dias Pratami Putri, - (2025) PERAN INSTAGRAM MARKETING DENGAN MEDIASI BRAND IMAGE TERHADAP PURCHASE DECISION PADA PAPA AUS DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Sektor pariwisata, khususnya kuliner, mengalami perkembangan pesat dan menjadi bagian penting dalam perekonomian, dimana pemasaran digital melalui media sosial, terutama Instagram, memainkan peran krusial dalam mempromosikan produk dan memengaruhi perilaku konsumen. Dalam konteks Papa Aus, yang merupakan bisnis minuman kekinian, media sosial Instagram digunakan untuk membangun brand image dan meningkatkan keputusan pembelian. Penelitian ini bertujuan untuk memberikan gambaran mengenai peran Instagram marketing (X) dengan mediasi brand image (Z) terhadap purchase decision (Y) pada konsumen Papa Aus. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan analisis deskriptif dan verifikatif dengan penyebaran kuesioner kepada 100 responden yang merupakan konsumen Papa Aus. Teknik analisis data menggunakan regresi jalur (path analysis) dan uji sobel test melalui aplikasi olah data (SPSS) Statistical Package for the Social Sciences versi 25. Hasil analisis menunjukan Instagram marketing berpengaruh positif dan signifikan terhadap purchase decision, Instagram marketing berpengaruh positif dan signifikan terhadap brand image, brand image berpengaruh positif dan signifikan terhadap purchase decision, dan brand image memediasi pengaruh Instagram marketing terhadap purchase decision. The tourism sector, especially culinary, has experienced rapid development and has become an important part of the economy, where digital marketing through social media, especially Instagram, plays a crucial role in promoting products and influencing consumer behavior. In the context of Papa Aus, a contemporary beverage business, Instagram social media is used to build brand image and increase purchasing decisions. This study aims to provide an overview of the role of Instagram marketing (X) with brand image mediation (Z) on purchase decisions (Y) for Papa Aus consumers. The method used in this study is a quantitative method with descriptive and verification analysis by distributing questionnaires to 100 respondents who are Papa Aus consumers. The data analysis technique uses path regression and the Sobel test through the data processing application (SPSS) Statistical Package for the Social Sciences version 25. The results of the analysis show that Instagram marketing has a positive and significant effect on purchase decisions, Instagram marketing has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase decisions, and brand image mediates the influence of Instagram marketing on purchase decisions.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing : Woro Priatini : 6148424 Dias Pratami Putri : 6745906
Uncontrolled Keywords:	Pemasaran Instagram, Citra Merek, Keputusan Pembelian, Papa Aus. Instagram Marketing, Brand Image, Purchase Decision, Papa Aus.
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > TX Home economics
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Sindy Azhari Kusumadita
Date Deposited:	29 Sep 2025 06:21
Last Modified:	29 Sep 2025 06:21
URI:	http://repository.upi.edu/id/eprint/140960

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