Wanessya Lutfi Nabila, - (2024) PENGARUH CONTENT MARKETING DAN CUSTOMER ENGAGEMENT INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA AZIZA FANCY STORE DI KOTA METRO LAMPUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh content marketing (X1) terhadap customer engagement (X2) terhadap keputusan pembelian (Y) pada Instagram Aziza Fancy Store. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian yang bersifat deskriptif dan verifikatif. Teknik analisis data yang digunakan pada penelitian ini adalah regresi linier berganda. Dengan jumlah responden sebanyak 100 orang yang diambil melalui beberapa ketentuan yaitu yang termasuk followers Instagram Aziza Fancy Store, pernah berbelanja, pernah berinteraksi melalui konten, dan yang pernah mengirim pesan ke Aziza Fancy Store. Berdasarkan kuesioner yang telah disebar peneliti, didapatkan hasil tanggapan responden terhadap content marketing dan customer engagement Instagram Aziza Fancy Store, melalui beberapa uji yaitu uji validitas, reabilitas, uji normalitas, uji multikolinieritas, uji heterokedastisitas, uji-t, uji-f, uji regresi linier berganda, dan uji koefisien determinasi. Hasil dari penelitian ini adalah content marketing dan customer engagement Instagram memiliki pengaruh yang positif terhadap keputusan pembelian Aziza Fancy Store sebesar 60,6%, dan sisanya 39,4% dipengaruhi oleh variabel lain seperti produk, harga, distribusi, dan pelayanan. The aims from this study is to determine the effect of content marketing (X1) and customer engagement (X2) on purchase decision (Y) at Instagram Aziza Fancy Store. This research uses a quantitative approach with descriptive and verification research methods. The data analysis technique used in this study is multiple linear regression. With a total of 100 respondents who were taken through several provisions, namely those who are part of Instagram followers of Aziza Fancy Store, have shopped, have interacted through content, and who have sent messages to Aziza Fancy Store. Based on the questionnaires that have been distributed by researchers, the results of respondents' responses to content marketing and customer engagement on Instagram Aziza Fancy Store are obtained, through several tests, namely validity test, reliability, normality test, multicollinearity test, heteroscedasticity test, t-test, f-test, multiple linear regression test, and coefficient of determination test. The results of this study are content marketing and Instagram customer engagement have a positive influence on Aziza Fancy Store purchasing decisions by 60.6%, and the remaining 39.4% is influenced by other variables such as product, price, distribution, and service.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Wanessya+Lutfi+Nabila&authuser=1# ID SINTA Dosen Pembimbing: Ismail Yusuf: 6146933 Mira Nurfitriya: 6746175 |
| Uncontrolled Keywords: | Pengaruh Content Marketing dan Customer Engagement Instagram Terhadap Keputusan Pembelian Pada Aziza Fancy Store di Kota Metro Lampung The Influence of Content Marketing and Instagram Customer Engagement on Purchasing Decisions for Aziza Fancy Store in Metro Lampung City |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Kewirusahaan |
| Depositing User: | Wanessya Lutfi Nabila |
| Date Deposited: | 30 Oct 2024 03:57 |
| Last Modified: | 30 Oct 2024 03:57 |
| URI: | http://repository.upi.edu/id/eprint/128134 |
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