eprintid: 145829 rev_number: 106 eprint_status: archive userid: 221575 dir: disk0/00/14/58/29 datestamp: 2025-12-22 08:33:02 lastmod: 2025-12-22 08:33:02 status_changed: 2025-12-22 08:33:02 type: thesis metadata_visibility: show creators_name: Gagah Satrio, - creators_name: Nandang, - creators_name: Ismail Yusup, - creators_nim: NIM2009939 creators_nim: NIDN0079065916 creators_nim: NIDN009078701 creators_id: gagahsatrio95@gmail.com creators_id: nandang@upi.edu creators_id: ismail_yusuf@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Nandang, - contributors_name: Ismail Yusup, - contributors_nidn: NIDN0079065916 contributors_nidn: NIDN009078701 contributors_id: nandang@upi.edu contributors_id: ismail_yusuf@upi.edu title: PENGARUH CONTENT MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA IDEA.CRAFFT DI KOTA BEKASI ispublished: pub subjects: L1 subjects: LA divisions: KWU_S1_TSK full_text_status: restricted keywords: Content marketing, Keputusan pembelian, idea.crafft di kota bekasi Content marketing, Purchase decision, idea.crafft in bekasi city note: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen pembimbing Nandang: 6810537 Ismail Yusup: 6146933 abstract: Marketing 4.0 sudah lama mendominasi dalam pemasaran sejak tahun 2017. Dalam perjalanannya, model pemasaran yang mengubah cara tradisional menuju digital ini menghasilkan berbagai cara baru seperti digitalisasi yang mengakselerasi dunia yang terhubung dapat mengembangkan bauran pemasaran dari 5A (aware, appreal, ask, act, advocated). Objek yang dipilih dalam penelitian ini adalah idea craftt melalui pertimbangan permasalahan penurunan jumlah penjualan per bulan mei 2022 - mei 2023 sebanyak 394 pcs menjadi 291 pcs per bulan mei 2023 - mei 2024. Penelitian ini bertujuan untuk mengetahui gambaran dari content marketing instagram dan keputusan pembelian pada brand idea crafft dan bagaimana pengaruh dari content marketing terhadap keputusan pembelian pada akun instagram idea crafft. Jenis penelitian ini adalah kuantitatif dengan metode penelitian yang bersifat deskriptif dan verifikatif. Hasil penelitian menunjukkan gambaran content marketing masuk kedalam kategori tinggi sebesar 83% dengan penilaian rata-rata 4,52 dari skala 5 dan keputusan pembelian masuk kedalam kategori tinggi sebesar 81% dengan penilaian rata – rata 4,065 dari skala 5. Hasil penelitian menujukkan content marketing berpengaruh terhadap keputusan pembelian yang dilihat dari penilaian sig sebesar 0,00 < 0,05 sehingga jika content marketing ditingkatkan maka keputusan pembelian akan ikut meningkat. Marketing 4.0 has long dominated marketing since 2017. In its journey, this marketing model that changes traditional methods to digital produces various new methods such as digitalization which accelerates the connected world and can develop the marketing mix from 5A (aware, aware, ask, act, advocated). ). The object chosen in this research is idea.craftt through consideration of the problem of decreasing in the number of sales per mounth of may 2022 - may 2023 by 394 pcs to by may 2023 - may 2024. This research aims to determine the description of Instagram content marketing and purchasing decisions on the idea.craftt brand and how content marketing influences purchasing decisions on the idea.craftt Instagram account. This type of research is quantitative with descriptive and verification research methods. The research results show that content marketing is in the high category at 83% with an average rating of 4.52 on a scale of 5 and purchasing decisions are in the high category at 81% with an average rating of 4.065 on a scale of 5. The research results show that content marketing has an influence on purchasing decisions as seen from the sig assessment of 0.00 > 0.05 so that if content marketing is increased, purchasing decisions will also increase. date: 2024-08-28 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI94202#Kewirausahaan_Kampus_Tasikmalaya_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: Gagah Satrio, - and Nandang, - and Ismail Yusup, - (2024) PENGARUH CONTENT MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA IDEA.CRAFFT DI KOTA BEKASI. S1 thesis, Universitas Pendidikan Indonesia. document_url: http://repository.upi.edu/145829/10/S_KWU_2009939_Tittle.pdf document_url: http://repository.upi.edu/145829/2/S_KWU_2009939_chapter%201.pdf document_url: http://repository.upi.edu/145829/7/S_KWU_2009939_Chapter%202.pdf document_url: http://repository.upi.edu/145829/3/S_KWU_2009939_chapter%203.pdf document_url: http://repository.upi.edu/145829/4/S_KWU_2009939_chapter%204.pdf document_url: http://repository.upi.edu/145829/5/S_KWU_2009939_chapter%205.pdf document_url: http://repository.upi.edu/145829/9/S_KWU_2009939_Appendix.pdf