PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA HANISA FASHION DESIGN

Risma Dewi Nurmelinda, - (2022) PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA HANISA FASHION DESIGN. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui gambaran mengenai social media marketing melalui Instagram dan keputusan pembelian konsumen pada Hanisa fashion design, serta untuk mengetahui seberapa besar pengaruh social media marketing melalui Instagram terhadap keputusan pembelian konsumen pada Hanisa fashion design. Objek pada penelitian ini adalah Hanisa Fashion Design yang berlokasi di Desa Dukuhjati, Kecamatan Krengkeng, Kabupaten Indramayu, Jawa Barat. Penelitian ini menggunakan metode kuantitatif melalui pendekatan deskriptif dan verifikatif. Teknik pengumpulan data dilakukan dengan observasi, wawancara, studi literatur dan kuesioner. Teknik pengambilan sampel menggunakan purposive sampling. Penelitian ini diikuti 85 responden yang didapat dari konsumen Hanisa Fashion Design. Hasil penelitian menunjukan gambaran variabel social media marketing termasuk kedalam kategori cukup yaitu sebesar 38,8%. Sedangkan untuk gambaran variabel keputusan pembelian sebagian besar termasuk termasuk kedalam kategori rendah yaitu sebesar 38,8%. Hasil analisis data yang telah dilakukan nilai signifikansi social media marketing 0,000 < 0,05 dan nilai thitung > ttabel (9,355 > 1,667). Maka Ha diterima dan Ho ditolak. Nilai koefisien determinasi (R2) terdapat pada nilai R square sebesar 0,513. Hal ini berarti kemampuan variabel social media marketing dalam menjelaskan keputusan pembelian adalah 51%. Pengolahan data menggunakan bantuan program SPSS versi 25. This study aims to find out the description of social media marketing through Instagram and consumer purchasing decisions at Hanisa fashion design, and to find out how much influence social media marketing via Instagram has on consumer purchasing decisions at Hanisa fashion design. The object of this study is Hanisa Fashion Design which is located in Dukuhjati Village, Krengkeng District, Indramayu Regency, West Java. This research uses quantitative methods through descriptive and verification approaches. Data collection techniques were carried out by observation, interviews, literature studies and questionnaires. The sampling technique used purposive sampling. This research was followed by 85 respondents obtained from consumers of Hanisa Fashion Design. The results of the study show that the variable social media marketing is included in the sufficient category, namely 38.8%. As for the description of the purchasing decision variables, most of them are included in the low category, which is equal to 38.8%. The results of data analysis that has been carried out are social media marketing significance values of 0.000 <0.05 and tcount > ttable (9.355 > 1.667). Then Ha is accepted and Ho is rejected. The coefficient of determination (R2) is found in the R square value of 0.513. This means that the ability of social media marketing variables to explain purchasing decisions is 51%. Data processing uses the help of the SPSS version 25 program.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Social media marketing, Instagram, Keputusan Pembelian, Hanisa Fashion Design
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Risma Dewi Nurmelinda
Date Deposited:	01 Feb 2023 06:44
Last Modified:	01 Feb 2023 06:45
URI:	http://repository.upi.edu/id/eprint/87485

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