Noviani Fitri Rahayu, - (2024) PENGARUH INSTAGRAM MARKETING TERHADAP BRAND IMAGE DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN: Studi Kasus Zidni Cake and Cookies Bandung. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Perkembangan pesat UMKM di sektor makanan dan minuman di Indonesia mengharuskan penerapan strategi terbaru yang diperkuat dengan pemasaran online untuk meningkatkan pembelian konsumen. Seiring dengan perkembangan era globalisasi dan digitalisasi, pemasaran produk UMKM melalui pemanfaatan media sosial perlu dimaksimalkan. Instagram marketing merupakan salah satu teknik pemasaran yang paling popular di kalangan UMKM karena efektivitasnya dalam menyebarkan informasi dari konsumen ke konsumen yang lainnya. Penelitian ini bertujuan untuk menganalisis pengaruh Instagram marketing (X) melalui mediasi brand image (Z) terhadap keputusan pembelian (Y) pada konsumen Zidni Cake and Cookies. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan analisis deskriptif dan verifikatif. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 187 responden. Data dianalisis secara deskriptif dan verifikatif dengan menggunakan metode analisis Structural Equation Modeling (SEM) melalui aplikasi SmartPLS 4. Hasil analisis menunjukan Instagram marketing secara langsung berpengaruh positif dan signifikan terhadap keputusan pembelian, Instagram marketing berpengaruh positif dan signifikan terhadap brand image, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Instagram marketing secara tidak langsung berpengaruh positif dan signifikan terhadap keputusan pembelian. The rapid development of UMKM in the food and beverage sector in Indonesia requires the implementation of the latest strategies strengthened by online marketing to increase consumer purchases. Along with the development of the era of globalization and digitalization, marketing UMKM products through the use of social media needs to be maximized. Instagram marketing is one of the most popular marketing techniques among UMKM because of its effectiveness in spreading information from consumers to other consumers. The purpose of this research is to determine the effect of Instagram marketing (X) through brand image mediation (Z) on purchasing decisions (Y) for Zidni Cake and Cookies consumers. The method uses in this research is quantitative method with descriptive and verification analysis. Data collection was carried out by distributing questionnaires to 187 respondents. The data obtained in the study were analyzed descriptively and verificationally using the Structural Equation Modeling (SEM) analysis method through the SmartPLS 4 application. The results of the analysis show that Instagram marketing directly has a positive and significant effect on purchasing decisions, Instagram marketing has a positive and significant effect on brand image, brand image has a positive and significant effect on purchasing decisions, and Instagram marketing indirectly has a positive and significant effect on purchasing decisions
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S_MIK_2005385_Chapter1.pdf Download (351kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=id&user=O4-QYOkAAAAJ ID SINTA Dosen Pembimbing: Taufik Abdullah: 6127535 Purna Hindayani 6745708 |
| Uncontrolled Keywords: | Instagram marketing, Brand image, Keputusan pembelian, Zidni Cake and Cookies. Instagram marketing, Brand image, Purchasing decisions, Zidni Cake and Cookies. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Noviani Fitri Rahayu |
| Date Deposited: | 23 Dec 2024 07:35 |
| Last Modified: | 23 Dec 2024 07:35 |
| URI: | http://repository.upi.edu/id/eprint/129135 |
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