PENGARUH PENGELOLAAN AKUN SOSIAL MEDIA INSTAGRAM DALAM MEMBUAT KONTEN, MEMBAGIKAN KONTEN DAN INTERAKSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI YES ICE PLEASE HAUZ BANDUNG

    Adinda Amellia, - and Agus Sudono, - and Purna Hindayani, - (2025) PENGARUH PENGELOLAAN AKUN SOSIAL MEDIA INSTAGRAM DALAM MEMBUAT KONTEN, MEMBAGIKAN KONTEN DAN INTERAKSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI YES ICE PLEASE HAUZ BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengetahui pengaruh pengelolaan akun media sosial Instagram yang meliputi membuat konten, membagikan konten, dan interaksi terhadap keputusan pembelian konsumen pada Yes Ice Please Hauz Bandung. Latar belakang penelitian ini didasarkan pada fenomena rendahnya engagement rate pada akun Instagram @yesiceplease yang berpotensi memengaruhi daya tarik konsumen terhadap produk yang ditawarkan. Pengelolaan media sosial yang kurang optimal diduga menjadi faktor penyebab menurunnya minat beli konsumen. Penelitian ini memakai pendekatan kuantitatif dengan metode deskriptif verifikatif. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang merupakan pengikut akun Instagram Yes Ice Please Hauz. Instrumen penelitian diuji validitas dan reliabilitasnya memakai SPSS. Analisis data dilaksanakan dengan uji regresi linear berganda untuk menguji pengaruh parsial maupun simultan diantara variabel independen kepada variabel dependen. Hasil penelitian memperlihatkan secara parsial maupun simultan, variabel membuat konten, membagikan konten, dan interaksi berdampak signifikan kepada keputusan pembelian konsumen. Nilai koefisien determinasi memperlihatkan ketiga variabel independen secara bersama-sama mampu menjelaskan variabel keputusan pembelian sejumlah 41,3%. Berdasarkan temuan tersebut, disimpulkan bahwa pengelolaan akun Instagram yang efektif bisa menambah keputusan pembelian konsumen. Oleh karena itu, pelaku usaha di bidang kuliner seperti Yes Ice Please Hauz perlu mengoptimalkan strategi konten dan interaksi di media sosial untuk meningkatkan minat dan loyalitas konsumen. This study aims to determine the effect of Instagram social media account management, including content creation, content sharing, and interaction, on consumer purchasing decisions at Yes Ice Please Hauz Bandung. The background of this study is based on the phenomenon of low engagement rates on the @yesiceplease Instagram account, which has the potential to affect consumer interest in the products offered. Suboptimal social media management is suspected to be a factor contributing to declining consumer interest. This study employs a quantitative approach using a descriptive-verificative method. Data collection was conducted through the distribution of questionnaires to 100 respondents who are followers of the Yes Ice Please Hauz Instagram account. The research instrument was tested for validity and reliability using SPSS. Data analysis was performed using multiple linear regression to test the partial and simultaneous effects of independent variables on the dependent variable. The results indicate that both partially and simultaneously, the variables of content creation, content sharing, and interaction significantly influence consumer purchasing decisions. The coefficient of determination value shows that the three independent variables together can explain 41.3% of the dependent variable of purchasing decisions. Based on these findings, it is concluded that effective Instagram account management can increase consumer purchasing decisions. Therefore, businesses in the culinary field, such as Yes Ice Please Hauz, need to optimize their content and interaction strategies on social media to increase consumer interest and loyalty.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Agus Sudono: 6134240 Purna Hindayani: 6745708
    Uncontrolled Keywords: Instagram, membuat konten, membagikan konten, interaksi, keputusan pembelian Instagram, content creation, content sharing, interaction, purchasing decisions
    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: Adinda Amellia
    Date Deposited: 03 Dec 2025 07:45
    Last Modified: 03 Dec 2025 07:45
    URI: http://repository.upi.edu/id/eprint/145640

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