NURISKI, OKTAVIANI (2026) PENGARUH MARKETING PUBLIC RELATIONS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB LEU_OFFICIAL (Survei Pada Followers Instagram @leu__official). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Marketing public relations holds a strategic role in shaping consumer perception amid the rapid growth of the digital ecosystem, particularly within the modest fashion industry. Leu Official, as a local hijab brand, occupies a crucial position in utilizing Instagram as its primary marketing communication channel to build closeness and trust with its audience. This study is focused on comprehensively examining the magnitude of the influence of Marketing Public Relations on purchase decisicions of @leu__official followers.The Stimulus-Organism-Response theory serve as a supporting framework. The theorectical framework of Marketing Public Relations by Kotler and Keller is implemented as indicators of the independent variable, while purchase decisions is measured through five indicators comprising purchase intention, information processing, product confidence, recommendation, repeat purchase. This research design applies a positivistic paradigm with an explanatory quantitative survey method. The population consists of 77,395 followers of the Instagram account @leu__official, with a sample of 100 respondents determined through purposive sampling. The data extraction process was conducted through the distribution of a Likert-scale questionnaire, while data analysis processing includes validity, reliability, and normality test, simple linear regression, Pearson Product Moment correlation, coefficient of determination, and hypothesis testing processed using IBM SPSS Statistic Version 26. The empirical findings prove the exixtence of a positive and significant influence of Marketing Public Relations on purchase decisions for Leu Official hijab products, with the regression equation Y = 5,296+0,650X. this conclusion is supported by a correlation coefficient of 0.841, classified as a very strong association, accompanied by a coefficienct of determination of 70.6%. the calculated t-value of 15.357 with a significance of 0.000 (< 0.05) confirms that the working hypothesis stating the existence of an influence of Marketing Public Relations on purchase decisions is validity accepted, while also reinforcing the SO-R Theory that communication stimuli received and positively processed by the organism will produce a consistent behavioral response. These findings indicate thet Leu Official needs to continue optimizing its Marketing Public Relations activities, particularly through social activities, particularly through social information delivery, in order to maintain and enhance followers purchase decisions on an ongoing basis. Keywords: Marketing Public Relations, Purchase Decisions, S-O-R Theory, Instagram, Leu Official Marketing Public Relations memegang peranan strategis dalam membentuk persepsi konsumen di tengah pesatnya pertumbuhan ekosistem digital, khususnya pada industri modest fashion. Leu Official sebagai brand hijab lokal menempati posisi krusial dalam memanfaatkan Instagram sebagai kanal utama komunikasi pemasaran guna membangun kedekatan dan kepercayaan dengan audiensnya. Penelitian ini difokuskan untuk mengkaji secara komperhensif besaran pengaruh marketing public relations terhadap keputusan pembelian followers @leu__offocial. Teori Stimulus–Organism-Respons sebagai kerangka pendukung. Kerangka teoritis marketing public relations dari Kotler dan Keller dimplementasikan sebagai indikator variabel independen, sedangkan pengukuran keputusan pembelian diartikulasikan melalui lima indikator meliputi tujuan pembelian, proses informasi, kemantapan produk, rekomendasi, dan pembelian ulang. Desain penelitian ini mengaplikasikan paradigma positivistik dengan metode survei pendekatan kuantitatif eksplanatori. populasi mencakup followers Instagram @leu__official yang berjumlah 77.395 akun, dengan penentuan sampel sebanyak 100 responden dilakukan melalui teknik purposive sampling. Proses ekstraksi data dilakukan melalui penyebaran kuesioner berskala Likert, sedangkan pemrosesan analisis data mencakup uji validitas, reliabilitas, normalitas, regresi linear sederhana, korelasi Pearson Product Moment, koefisien determinasi, serta uji hipotesis yang diolah memanfaatkan perangkat lunak IBM SPSS Statistics Versi 26. Hasil temuan empiris membuktikan eksistensi pengaruh positif signifikan dari marketing public relations terhadap keputusan pembelian produk hijab Leu Official, dengan persamaan regresi Y = 5,296+0,650X. Kesimpulan ini didukung oleh perolehan koefisien korelasi sebesar 0,841 yang terklasifikasi dalam asosiasi sangat kuat, disertai niai koefisisen determinasi sebesar 70,6%. Nilai t-hitung sebesar 15,357 dengan signifikansi 0,000(< 0,05) menegaskan bahwa hipotesis kerja yang menyatakan adanya pengaruh marketing public relations terhadap keputusan pembelian secara sah dapat diterima, sekaligus memperkuat teori S-O-R bahwa stimulus komunikasi yang diterima dan diproses secara positif oleh organism akan menghasilkan respons perilaku yang sejalan. Temuan ini mengindikasikan bahwa Leu Official perlu terus mengoptimalkan aktivitas marketing public relations, khususnya melalui kegiatan sosial dan penyampaian informasi produk yang jelas, guna mempertahankan serta meningkatkan keputusan pembelian followerd secara berkelanjutan. Kata kunci: Marketing Public Relations, Keputusan Pembelian, Teori S-O-R, Instagram, Leu Official
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