RAMDHANI, MOHAMAD BINTANG (2022) PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @SPECIALIS_PX TERHADAP MINAT BELI KONSUMEN (Periode Agustus 2021). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Instagram account @Specialis_px is an Instagram account that sells all the needs of classic vespa from local speparts to international sperparts, vespa service, vespa restoration and sells vespa units that are already good, specialis_px owner is very well known among vespa classic lovers as owners and also vespa celebrities who have 164,000 followers for august 2021 period. According to research from Chris Heuer, founder of the Social Media Club and new media innovator, argues in the book "Engage: The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success on The Web" that there are four components (4C) in the use of social media. The aim of this research is to find out how far the influence of the use of social media Instagram @specialis_px on consumer buying interest. This study uses a quantitative research method with an Explanation approach. This research was conducted by sending questionnaires to followers online. The subjects in this study were 100 people who followed the social media instagram @Specialis_px and the categories were determined based on purposive sampling. Data collection was obtained through questionnaires and documentation. The data analysis technique in this research is quantitative analysis. The results of this study indicate that the influence of Instagram @specialis_px Social Media on followers' visiting interest. As evidenced by the value of the linear regression equation (Y = 10.986 + 0.479X) it can be interpreted that for every change in one unit of Instagram social media use (X), there will be an increase of 0.479 units of consumer buying interest (Y) in line with a constant of 10.986. Based on the calculation of the "Model Summary" table, it can be seen that the influence of the Instagram Social Media Use variable (X) on Consumer Buying Interest (Y) is 75.1%. While the remaining 24.9% is explained by other cau ses or relationships that can influence consumer buying interest. Keywords: Social Media, Instagram, Buying Interest, Consumer Akun Instagram @Specialis_px adalah akun Instagram yang menjual semua kebutuhan vespa classic dari speparts lokal sampai sperparts internasional, servis vespa, restorasi vespa dan menjual unit vespa yang sudah bagus, pemilik @specialis_px sudah sangat terkenal dikalangan pencinta vespa classic sebagai owner dan juga selebgram vespa yang mempunyai pengikut sebanyak 164.000 folowers priode agustus 2021. Menurut penelitian dari Chris Heuer pendiri Social Media Club dan inovator media baru, berpendapat dalam buku “Engage: The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success on The Web” bahwa terdapat empat komponen (4C) dalam pemanfaatan media sosial. Tujuan yang ingin dicapai dari penelitian ini adalah untuk mengetahui sejauh mana pengaruh penggunaan media sosial Instagram @specialis_px terhadap minat beli konsumen.Penelitian ini menggunakan metode riset kuantitatif pendekatan Eksplanasi. Penelitian ini dilakukan dengan mengirimkan kuesioner kepada followers secara online. Subjek dalam penelitian ini adalah 100 orang yang mengikuti media sosial instagram @Specialis_px dan kategorinya ditentukan berdasarkan purposive sampling. Pengumpulan data diperoleh melalui angket dan dokumentasi. Teknik analisis data dalam penelitian ini adalah analisis kuantitatif. Hasil penelitian ini menunjukkan bahwa pengaruh Media Sosial Instagram @specialis_px terhadap minat berkunjung followers. Dibuktikan dengan nilai persamaan regresi linier (Y = 10,986 + 0,479X) dapat diinterpretasikan bahwa setiap perubahan satu satuan penggunaan media sosial instagram (X) maka akan terjadi peningkatan sebesar 0,479 satuan minat beli konsumen (Y) sejalan dengan konstanta sebesar 10,986. Berdasarkan perhitungan tabel “Model Summary” dapat dilihat besarnya pengaruh variabel Penggunaan Media Sosial Instagram (X) terhadap Minat Beli Konsumen (Y) adalah sebesar 75,1%. Sedangkan sisanya adalah 24,9% dijelaskan oleh sebab- sebab atau hubungan-hubungan yang lain yang dapat mempengaruhi minat beli konsumen. Kata Kunci : Madia Sosial, Instagram, Minat beli, Konsumen
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