PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN BERKUNJUNG KE TAMAN IMPIAN JAYA ANCOL

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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	Text S_MRL_1704758_Chapter2.pdf Restricted to Staf Perpustakaan Download (439kB)
	Text S_MRL_1704758_Chapter3.pdf Download (608kB)
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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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