PENGARUH SOCIAL MEDIA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN survey terhadap konsumen AyamAyaman Cafe Bandung

Ridha Mada Shabrina, - (2020) PENGARUH SOCIAL MEDIA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN survey terhadap konsumen AyamAyaman Cafe Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh social media Instagram terhadap keputusan pembelian di AyamAyaman Cafe Bandung. Jenis penelitian yang dilakukan adalah deskriptif dan verifikatif, metode yang digunakan adalah survei dengan teknik systematic random sampling. Responden dari penelitian ini berjumlah 400 orang yaitu konsumen individu AyamAyaman Cafe Bandung yang memutuskan berkunjung sekaligus mengakses Instagram AyamAyaman Cafe Bandung. Teknis analisis data dan uji hipotesis yang digunakan dalam penelitian ini adalah teknik analisis regresi berganda dengan menggunakan aplikasi SPSS Statistic 20 for windows. Hasil penelitian menunjukkan bahwa social media Instagram memiliki pengaruh terhadap keputusan pembelian di AyamAyaman Cafe Bandung. Kata Kunci: Social Media Instagram, Keputusan Pembelian, AyamAyaman Cafe Bandung ABSTRACT Ridha Mada Shabrina (1506025), "The Influence of Instagram Social Media on Purchasing Decisions at AyamAyaman Cafe Bandung" (Survey of consumers of AyamAyaman Cafe Bandung), under the guidance of Prof. Dr. H. Hari Mulyadi, M.Si and Dewi Pancawati Novalita, S.Pd., MM. The purpose of this study was to determine the effect of Instagram social media on purchasing decisions at AyamAyaman Cafe Bandung. This type of research is descriptive and verification, the method used is a survey with systematic random sampling technique. Respondents from this study amounted to 400 people, namely individual consumers AyamAyaman Cafe Bandung who decided to visit while accessing Instagram AyamAyaman Cafe Bandung. The data analysis and hypothesis testing techniques used in this study are multiple regression analysis techniques using the SPSS Statistics 20 for windows application. The results showed that Instagram social media has an influence on purchasing decisions at AyamAyaman Cafe Bandung. Keywords: Instagram Social Media, Purchase Decisions, AyamAyaman Cafe Bandung

Item Type: Thesis (S1)
Uncontrolled Keywords: Instagram Social Media, Purchase Decisions, AyamAyaman Cafe Bandung
Subjects: H Social Sciences > HV Social pathology. Social and public welfare
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Ridha Mada Shabrina
Date Deposited: 06 Jan 2021 03:58
Last Modified: 06 Jan 2021 03:58
URI: http://repository.upi.edu/id/eprint/58087

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