Alvin Ananda Fadhillah, - (2023) PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN BERKUNJUNG KE TAMAN IMPIAN JAYA ANCOL. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh dari social media marketing Instagram terhadap keputusan berkunjung di Taman Impian Jaya Ancol. Variabel bebas (X) dalam penelitian ini adalah social media marketing yang terdiri dari beberapa dimensi yaitu entertainment, interaction, trendiness, customization, dan word of mouth serta yang menjadi variabel terikat (Y) adalah keputusan berkunjung. Metode yang digunakan adalah metode kuantitatif dengan menggunakan analisis regresi sederhana dengan jumlah sampel sebanyak 104 responden. Hasil penelitian menunjukkan bahwa penerapan social media marketing di Taman Impian Jaya Ancol termasuk dalam kategori tinggi, dengan dimensi trendiness mendapatkan skor tertinggi dan dimensi word of mouth mendapatkan skor terendah. Keputusan berkunjung di Taman Impian Jaya Ancol juga termasuk dalam kategori tinggi, dengan Purchase Amount sebagai dimensi yang paling mempengaruhi. Selain itu, penelitian ini menemukan pengaruh positif dan signifikan antara social media marketing Instagram dan keputusan berkunjung di Taman Impian Jaya Ancol. : The purpose of this research is to determine the influence of Instagram social media marketing on the decision to visit Taman Impian Jaya Ancol. The independent variable (X) in this study is social media marketing, which consists of several dimensions including entertainment, interaction, trendiness, customization, and word of mouth, while the dependent variable (Y) is the decision to visit. The research method used is quantitative method with simple regression analysis with a total of 104 respondents as samples. The research findings indicate that the implementation of social media marketing in Taman Impian Jaya Ancol falls into the high category, with the trendiness dimension obtaining the highest score and the word of mouth dimension obtaining the lowest score. The decision to visit Taman Impian Jaya Ancol also falls into the high category, with Purchase Amount being the most influential dimension. Furthermore, this study found a positive and significant influence between Instagram social media marketing and the decision to visit Taman Impian Jaya Ancol.
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S_MRL_1704758_Title.pdf Download (1MB) |
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S_MRL_1704758_Chapter1.pdf Download (314kB) |
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S_MRL_1704758_Chapter2.pdf Restricted to Staf Perpustakaan Download (439kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en SINTA ID : 5997470 SINTA ID : 5989830 |
| Uncontrolled Keywords: | Social Media Marketing, Instagram, Keputusan Berkunjung, Taman Impian Jaya Ancol: Social Media Marketing, Instagram, Visiting Decision, Taman Impian Jaya Ancol |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure |
| Depositing User: | Alvin Ananda Fadhillah |
| Date Deposited: | 04 Jun 2023 12:57 |
| Last Modified: | 04 Jun 2023 12:57 |
| URI: | http://repository.upi.edu/id/eprint/90687 |
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