PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA MUA AMEI MAKEUP

Riska, - (2023) PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA MUA AMEI MAKEUP. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui gambaran social media marketing Instagram dan keputusan pembelian pada MUA Amei Makeup, dan untuk mengetahui pengaruh social media marketing Instagram terhadap keputusan pembelian pada MUA Amei Makeup. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan deskriptif dan verifikatif. Sumber data yang digunakan yaitu data primer dan data sekunder. Dalam mengumpulkan data, peneliti menggunakan observasi, wawancara dan kuesioner. Teknik pengambilan sampel yaitu probability sampling, dimana setiap anggota memiliki kesempatan yang sama untuk dipilih menjadi sampel. Populasi dari penelitian ini adalah followers Instagram MUA Amei Makeup dengan jumlah 1963 orang, sehingga diperoleh sampel sebanyak 95 orang. Data dikumpulkan dengan menggunakan kuesioner. Teknik analisis data yang digunakan yaitu statistik deskriptif, uji asumsi klasik, uji regresi sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa social media marketing Instagram berpengaruh positif terhadap keputusan pembelian pada MUA Amei Makeup sebesar 31,3% sementara sisanya sebesar 68,7% dipengaruhi oleh variabel lain seperti bauran pemasaran, pengaruh sosial budaya, dan komunikasi yang terdiri dari iklan, agen buzz dan word-of-mouth yang tidak diteliti dalam penelitian ini. This study aims to determine the description of Instagram social media marketing and purchasing decisions at MUA Amei Makeup, and to determine the effect of Instagram social media marketing on purchasing decisions at MUA Amei Makeup. This research uses quantitative research methods with descriptive and verification approaches. The data sources used are primary data and secondary data. In collecting data, researchers used observation, interviews and questionnaires. The sampling technique is probability sampling, where each member has the same opportunity to be selected as a sample. The population of this study were MUA Amei Makeup Instagram followers with a total of 1963 people, so a sample of 95 people was obtained. Data was collected using a questionnaire. The data analysis techniques used are descriptive statistics, classical assumption test, simple regression test, t test, and coefficient of determination. The results showed that Instagram social media marketing had a positive effect on purchasing decisions at MUA Amei Makeup by 31.3% while the remaining 68.7% was influenced by other variables such as marketing mix, socio-cultural influences, and communication consisting of advertising, buzz agents and word-of-mouth which were not examined in this study.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=PBSPZ5AAAAAJ ID SINTA Dosen Pembimbing Tika Annisa Lestari Koeswandi : 6721352 Ismail Yusuf: 6146933
Uncontrolled Keywords:	Social Media Marketing Instagram, Keputusan Pembelian, MUA Amei Makeup, Purchase Decision
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Riska
Date Deposited:	25 Aug 2023 03:39
Last Modified:	25 Aug 2023 03:39
URI:	http://repository.upi.edu/id/eprint/93609

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