ROHMAH, SHELINA (2026) PENGARUH PESAN KAMPANYE #PastiAdaJalan MELALUI INSTAGRAM @GOJEKINDONESIA TERHADAP KEPUTUSAN PEMBELIAN JASA LAYANAN TRANSPORTASI ( Survei Terhadap Followers Akun Instagram Gojek Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rapid development of the internet and social media has made Instagram a strategic platform for marketing communication, especially among Generation Z. In the competitive online transportation industry, Gojek launched the #PastiAdaJalan campaign on Instagram to build brand image and encourage purchase decisions. This study aims to analyze the influence of campaign messages, measured using the 7C concept, on the purchase decision process based on the stages proposed by Kotler and Keller, using the Stimulus-Organism-Response (S-O-R) theory as the theoretical framework. The research applied a quantitative approach through a survey of 100 followers of @gojekindonesia using purposive sampling technique and was analyzed using simple linear regression. The results show that campaign messages have a significant influence on the purchase decision process (sig. 0.000 < 0.05; t-value 7.736 > t-table 1.660). The R Square value of 0.379 indicates that 37.9% of purchase decisions are influenced by campaign messages, while 62.1% are influenced by other factors outside this study. Keywords: Campaign Message, Purchase Decision Process, S-O-R Theory, Instagram, Gojek, #PastiAdaJalan Perkembangan internet dan media sosial menjadikan Instagram sebagai platform strategis dalam komunikasi pemasaran, khususnya bagi Generasi Z. Dalam persaingan industri transportasi daring, Gojek meluncurkan kampanye #PastiAdaJalan melalui Instagram untuk membangun citra merek dan mendorong keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh pesan kampanye yang diukur melalui konsep 7C terhadap proses keputusan pembelian berdasarkan tahapan Kotler dan Keller, dengan menggunakan teori Stimulus-OrganismResponse (S-O-R) sebagai landasan. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 100 followers @gojekindonesia dengan teknik purposive sampling dan dianalisis menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa pesan kampanye berpengaruh signifikan terhadap proses keputusan pembelian (sig. 0,000 < 0,05; t hitung 7,736 > t tabel 1,660). Nilai R Square sebesar 0,379 menunjukkan bahwa 37,9% keputusan pembelian dipengaruhi oleh pesan kampanye, sementara 62,1% dipengaruhi faktor lain di luar penelitian. Kata Kunci : Pesan Kampanye, Proses Keputusan Pembelian, Teori SOR, Instagram,Gojek, PastiAdaJalan
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