eprintid: 140960
rev_number: 24
eprint_status: archive
userid: 219325
dir: disk0/00/14/09/60
datestamp: 2025-09-29 06:21:52
lastmod: 2025-09-29 06:21:52
status_changed: 2025-09-29 06:21:52
type: thesis
metadata_visibility: show
creators_name: Sindy Azhari Kusumadita, -
creators_name: Woro Priatini, -
creators_name: Dias Pratami Putri, -
creators_nim: NIM2100434
creators_nim: NIDN9037105
creators_nim: NIDN15099104
creators_id: sindyazharikusumadita@upi.edu
creators_id: woro.priatini@upi.edu
creators_id: diaspratami@upi.edu
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Woro Priatini, -
contributors_name: Dias Pratami Putri, -
contributors_nidn: NIDN9037105
contributors_nidn: NIDN15099104
contributors_id: woro.priatini@upi.edu
contributors_id: diaspratami@upi.edu
title: PERAN INSTAGRAM MARKETING DENGAN MEDIASI BRAND IMAGE TERHADAP PURCHASE DECISION PADA PAPA AUS DI KOTA BANDUNG
ispublished: pub
subjects: HD
subjects: HD28
subjects: TX
divisions: MIK
full_text_status: restricted
keywords: Pemasaran Instagram, Citra Merek, Keputusan Pembelian, Papa Aus.

Instagram Marketing, Brand Image, Purchase Decision, Papa Aus.
note: ID SINTA Dosen Pembimbing : 
Woro Priatini : 6148424	
Dias Pratami Putri : 6745906
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.
date: 2025-08-15
date_type: published
institution: Universitas Pendidikan Indonesia
department: KODEPRODI93203#Manajemen Industri Katering_S1
thesis_type: other
thesis_name: other
official_url: https://repository.upi.edu/
related_url_url: https://perpustakaan.upi.edu/
related_url_type: org
citation:   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.   
document_url: http://repository.upi.edu/140960/1/S_MIK%20_2100434_Title.pdf
document_url: http://repository.upi.edu/140960/2/S_MIK%20_2100434_Chapter1.pdf
document_url: http://repository.upi.edu/140960/3/S_MIK%20_2100434_Chapter2.pdf
document_url: http://repository.upi.edu/140960/4/S_MIK%20_2100434_Chapter3.pdf
document_url: http://repository.upi.edu/140960/5/S_MIK%20_2100434_Chapter4.pdf
document_url: http://repository.upi.edu/140960/6/S_MIK%20_2100434_Chapter5.pdf
document_url: http://repository.upi.edu/140960/7/S_MIK%20_2100434_Appendix.pdf