Atmanagara, Gerry Adam (2025) PENGARUH KONTEN PROMOSI (PENJUALAN E-COMMERCE) PADA AKUN RESMI INSTAGRAM MIE GACOAN TERHADAP REPURCHASE INTENTION. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Dalam era digital, Instagram menjadi platform utama yang digunakan perusahaan, termasuk UMKM dan restoran cepat saji seperti Mie Gacoan, untuk mempromosikan produk. Penelitian ini menganalisis pengaruh konten promosi di akun Instagram resmi Mie Gacoan terhadap niat pembelian ulang konsumen. Dengan metode kuantitatif dan survei online, data dikumpulkan dari pengikut akun Instagram @mie.gacoan tersebut untuk mengukur persepsi terhadap kualitas konten, keterlibatan audiens, dan dampaknya pada keputusan pembelian ulang (Repurchase Intention) konsumen Mie Gacoan. Pada penelitian ini peneliti akan melakukan uji Korelasi, Uji Koefisien Determinasi, dan Uji Regresi dari hasil kuesioner yang dibagikan kepada Followers Instagram Mie Gacoan untuk mengetahui seberapa kuat hubungan antara konten promosi dengan minat beli ulang konsumen Mie Gacoan. Hasil penelitian menunjukkan bahwa konten promosi berpengaruh sebesar 67,1% terhadap niat beli ulang, sementara 32,9% dipengaruhi oleh faktor lain. Subdimensi tertinggi untuk konten promosi adalah “Saluran”, sedangkan untuk niat beli ulang (Repurchase Intention) adalah “Menikmati”. Penelitian ini dapat menjadi landasan bagi pengembangan kurikulum perkuliahan di bidang komunikasi, khususnya dalam mata kuliah periklanan. In the digital era, Instagram has become a primary platform used by companies, including MSMEs (Ministry of Micro, Small and Medium Enterprises) and fast-food restaurants like Mie Gacoan, to promote their products. This study analyzes the influence of promotional content on Mie Gacoan’s official Instagram account on consumers’ repurchase intentions. Using a quantitative method and an online survey, data were collected from followers of the @mie.gacoan Instagram account to measure perceptions of content quality, audience engagement, and their impact on Mie Gacoan consumers’ repurchase decisions. In this study, the researcher will conduct Correlation Tests, Coefficient of Determination Tests, and Regression Tests based on the questionnaire results distributed to Mie Gacoan’s Instagram followers to determine the strength of the relationship between promotional content and consumers’ repurchase intentions. The results show that promotional content influences repurchase intentions by 67.1%, while the remaining 32.9% is affected by other factors. The highest subdimension for promotional content is “Channel,” while for repurchase intention, it is “Enjoyment.” This research can serve as a foundation for curriculum development in communication studies, particularly in advertising courses.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321010036 |
| Uncontrolled Keywords: | Komunikasi Pemasaran, Konten Promosi, Repurchase Intention, Mie Gacoan Marketing Communication, Promotional Content, Repurchase Intention, Mie Gacoan |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 12 Feb 2026 02:00 |
| Last Modified: | 12 Feb 2026 02:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100910 |
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