NURAFIFAH, DEVI (2022) PENGARUH KONTEN MEDIA SOSIAL INSTAGRAM @BEAUTYHAULINDO TERHADAP MINAT BELI KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Instagram can be the most strategic social media as a marketing medium, because Instagram is one of the most used social media and has a large number of users. Therefore, Instagram content can be said to be very important because it can influence a person's behavior and interests. BeautyHaul #1 Curated Beauty Ecommerce that provides beauty products ranging from the best 100% authentic makeup, tools and skincare at affordable prices. It is on this basis that the authors then decided to conduct research on the effects resulting from viewing content uploaded on social media Instagram @Beautyhaulindo and consumer buying interest. This study aims to determine and analyze the influence and how much influence Instagram @Beautyhaulindo social media content has on consumer buying interest. This study uses the dimensional theory of The Seven Cs According to Brian Solis (Clear, Concise, Concrete, Correct, Coherent, Complete, Corteous) for Instagram Social Media Content variables and 3 aspects of AISAS dimension theory (Attention, Interest, Search) for buying interest variables because, this research only examines the aspect of buying interest. This study uses a quantitative approach to the positivism paradigm. Data was collected through a survey in the form of an online questionnaire with a sample of 100 respondents who are Instagram @Beautyhaulindo followers and the data was collected using a purposive sampling technique. The results showed that Instagram @Beautyhaulindo Social Media Content had a strong positive effect on consumer buying interest of 60.2%. The results of the correlation test show the number 0.776 where the correlation level is relatively strong, while the regression test shows that the regression coefficient value is 0.306 which means there is a positive influence and the correlation value (R) is 0.776 to obtain an output coefficient of determination (R Square) of 0.602 which means the influence of Social Media Content Instagram @Beautyhaulindo on consumer buying interest is 60.2%, while the rest is explained by other variables outside the model. Keywords: Content, Instagram Social Media, BeautyHaulIndo, Buying Interest Instagram dapat menjadi media sosial paling strategis sebagai media pemasaran, karena Instagram merupakan salah satu media sosial yang paling sering di gunakan dan memiliki banyak jumlah pengguna. Maka dari itu, konten Instagram dapat dikatakan sangat penting karena dapat mempengaruhi perilaku maupun minat seseorang. BeautyHaul #1 Curated Beauty E-commerce yang menyediakan produk kecantikan mulai dari makeup, tools, dan skincare terbaik 100% asli dengan harga yang terjangkau. Atas dasar inilah penulis kemudian memutuskan untuk melakukan penelitian terhadap pengaruh yang dihasilkan dari melihat konten yang diunggah pada media sosial Instagram @Beautyhaulindo dan minat beli konsumen. Penelitian ini bertujuan untuk mengetahui serta menganalisis pengaruh dan seberapa besar pengaruh konten media sosial Instagram @Beautyhaulindo terhadap minat beli konsumen. Penelitian ini menggunakan teori dimensi The Seven Cs Menurut Brian Solis (Clear, Concise, Concrete, Correct, Coherent, Complete, Corteous) untuk variabel Konten Media Sosial Instagram dan 3 aspek teori dimensi AISAS (Attention, Interest, Search) untuk variabel minat beli karena penelitian ini hanya meneliti hingga aspek minat beli saja. Penelitian ini menggunakan pendekatan kuantitatif paradigma positivisme. Data dikumpulkan melalui survei berupa kuesioner online dengan jumlah sampel 100 responden yang merupakan followers Instagram @Beautyhaulindo dan data dikumpulkan dengan teknik purposive sampling. Hasil penelitian menunjukkan, Konten Media Sosial Instagram @Beautyhaulindo berpengaruh positif yang kuat terhadap Minat Beli Konsumen sebesar 60,2%. Hasil uji korelasi menunjukkan angka 0,776 dimana tingkat korelasinya tergolong kuat, sedangkan uji regresi menunjukkan bahwa nilai koefisien regresi 0.306 yang berarti adanya pengaruh positif dan nilai korelasi (R) sebesar 0,776 memperoleh output koefisien determinasi (R Square) sebesar 0,602 yang berarti pengaruh Konten Media Sosial Instagram @Beautyhaulindo terhadap Minat Beli Konsumen sebesar 60,2%, sedangkan sisanya dijelaskan oleh variabel lain di luar model. Kata Kunci: Konten, Media Sosial Instagram, BeautyHaulIndo, Minat Beli
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