SALSABILAH, NAZWA AURELIA (2026) PENGARUH KONTEN MARKETING INSTAGRAM @FOURODIMPLES TERHADAP MINAT BELI PADA FOLLOWERS (Periode Juni - Agustus 2025). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the high use of Instagram as a digital marketing medium that influences consumer purchasing interest. Four O Dimples utilizes marketing content through its @fourodimples account to attract followers. Therefore, this study aims to analyze the influence of @fourodimples' Instagram marketing content on followers' purchasing interest. The marketing content in this study is presented with persuasive messages on social media, with five main dimensions: reader cognition, sharing motivation, persuasion, decision-making, and life factors. Meanwhile, purchasing interest is measured using transactional, referential, preferential, and exploratory interest indicators. This study used a quantitative approach with a survey method of 157 respondents who are followers of the @fourodimples Instagram account, determined using the Slovin formula from a total population of 257 followers. Data collection techniques were conducted through questionnaires and then analyzed using validity, reliability, correlation, and simple linear regression tests. The results showed that @fourodimples' Instagram marketing content was perceived positively by respondents, particularly in terms of visual appeal and the content's ability to build attraction and understanding of the product. In the purchase intention variable, transactional and exploratory intentions were the most dominant aspects, reflecting followers' tendency to seek further information before making a purchase. Statistical analysis showed a significant and positive effect of 0.831 between marketing content and follower purchase intention, with a significance level of p < 0.01. The regression results yielded the equation Y = 11.600 + 0.631 X, indicating that @fourodimples' Instagram marketing content significantly increased follower purchase intention. This finding supports the Stimulus-Organism-Response (S-OR) theory, where Instagram marketing content acts as a stimulus, then is cognitively processed by followers as organisms, resulting in a response in the form of increased purchase intention. This study confirms that Instagram marketing content is a strategic factor in influencing follower purchase intention. Keywords: Content marketing, Instagram, Purchase Intention, Followers. Penelitian ini dilatarbelakangi oleh tingginya penggunaan instagram sebagai media pemasaran digital yang memengaruhi minat beli konsumen. Four O Dimples memanfaatkan konten marketing melalui akun @fourodimples untuk menarik perhatian followers, Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh konten marketing Instagram @fourodimples terhadap minat beli followers. Konten marketing penelitian ini disajikan dengan pesan persuasif di media sosial, dengan lima dimensi utama yaitu cognition reader, sharing motivation, persuasion, persuasion, dan life factors. Sementara itu, minat beli diukur melalui indikator minat transaksional, referensial, preferensial, dan eksploratif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 157 responden yang merupakan followers akun Instagram @fourodimples, yang ditentukan menggunakan rumus Slovin dari total populasi 257 followers. Teknik pengumpulan data dilakukan melalui penyebaran kuisioner kemudian dianalisis menggunakan uji validitas, reliabilitas, korelasi, serta regresi linear sederhana. Hasil penelitian menunjukkan bahwa konten marketing Instagram @fourodimples dipersepsikan positif oleh responden, terutama pada dimensi daya tarik visual dan kemampuan konten dalam membangun ketertarikan serta pemahaman terhadap produk. Pada variabel minat beli, minat transaksional dan eksploratif menjadi aspek yang paling dominan, mencerminkan kecenderungan followers untuk mencari informasi lebih lanjut sebelum melakukan pembelian. Analisis statistik menunjukkan adanya pengaruh signifikan dan positif antara konten marketing terhadap minat beli followers sebesar 0.831 dan signifikansi p < 0.01. Hasil regresi menghasilkan persamaan Y = 11.600 + 0.631 X, yang menunjukkan bahwa Konten Marketing Instagram @fourodimples secara signifikan meningkatkan Minat Beli Terhadap Followers. Temuan ini memperkuat teori Stimulus – Organism – Respons (S-O-R), di mana Konten Marketing Instagram berperan sebagai stimulus, kemudian diproses secara kognitif oleh followers sebagai organism, sehingga memunculkan respons berupa meningkatnya minat beli. Penelitian ini menegaskan bahwa Konten Marketing Instagram merupakan faktor strategis dalam mempengaruhi Minat Beli Terhadap Followers. Kata Kunci: Konten Marketing, Instagram, Minat Beli, Followers.
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