PAMUNGKAS, ROSA DHAMAYANTI (2022) PENGARUH SIKAP PADA IKLAN TERHADAP PERILAKU KONSUMTIF KARYAWAN DI PERUSAHAAN X. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media like Instagram is becoming a new phenomenon that is able to change the lifestyle of an employee. Employees no longer logically meet their needs and push for consumption. Thus, this study was conducted to examine the influence of promos on Instagram on the consumptive behavior of employees in Company X. The research conducted was quantitative correlation research. The population of the study was an employee of Company X of 275 people with a sample of 153 respondents. Data collection is done using a questionnaire. The measuring instrument used is the scale of consumptive behavior and attitude towards the ad. The results of this study found that based on the T test, T count = 1,389 and T table = 1,975, where T count < of T table or 1,389 < 1,975. With Sig. greater than 0.05 or 0.167 > 0.05. So, it can be concluded that Instagram promos have no significant effect on consumptive behavior. Keywords: instagram, consumptive behavior, employees Media sosial seperti Instagram menjadi fenomena baru yang mampu mengubah gaya hidup seorang karyawan. Karyawan tidak lagi secara logis memenuhi kebutuhannya dan mendorong untuk konsumtif. Demikian penelitian ini dilakukan untuk meneliti pengaruh sikap pada iklan di Instagram terhadap perilaku konsumtif karyawan di Perusahaan X. Penelitian yang dilakukan adalah penelitian korelasi secara kuantitatif. Populasi dari penelitian adalah karyawan Perusahaan X sejumlah 275 orang dengan sampelnya sebanyak 153 responden. Pengumpulan data dilakukan dengan menggunakan kuisisoner. Alat ukur yang digunakan adalah skala perilaku konsumtif dan attitude towards the ad. Hasil dari penelitian ini ditemukan bahwa berdasarkan uji T, T hitung = 1,389 dan T tabel = 1,975, dimana T hitung < dari T tabel atau 1,389 < 1,975. Dengan Sig. lebih besar dari 0.05 atau 0,167 > 0,05. Sehingga dapat disimpulkan bahwa iklan di Instagram tidak berpengaruh signifikan terhadap perilaku konsumtif. Kata kunci: instagram, perilaku konsumtif, karyawan
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