RAMADHAN, AHMAD ANDRIAN (2022) PENGARUH KONTEN INSTAGRAM STORIES AKUN @XYZ TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE PADA EVENT TANGGAL KEMBAR. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (584kB) | Preview |
|
|
Text (ABSTRAK)
02 ABSTRAK.pdf Download (51kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
03 BAB 1.pdf Restricted to Registered users only Download (514kB) |
|
|
Text (BAB II)
04 BAB 2.pdf Restricted to Registered users only Download (220kB) |
|
|
Text (BAB III)
05 BAB 3.pdf Restricted to Registered users only Download (391kB) |
|
|
Text (BAB IV)
06 BAB 4.pdf Restricted to Registered users only Download (482kB) |
|
|
Text (BAB V)
07 BAB 5.pdf Restricted to Registered users only Download (33kB) |
|
|
Text (DAFTAR PUSTAKA)
08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (164kB) |
|
|
Text (LAMPIRAN)
09 LAMPIRAN.pdf Restricted to Registered users only Download (152kB) |
Abstract
The development of information and communication technology has changed people's habits and behavior. The presence of new media such as the internet makes the use of conventional media less and less. Instagram is expected to be able to influence consumer attitudes and behaviors which then lead to purchase decisions. The purpose of this study was to determine the extent of the influence of using Instagram Stories @XYZ on purchasing decisions at Shopee on the Twin Date Event. The variables used by researchers in this study are Instagram Stories content variables and purchase decisions. The method used in this research is a statistical quantitative research method. Data collection techniques using questionnaires. The population in this study is followers @ XYZ and the sample used is 100 people. The results showed that the correlation between Instagram Stories content and purchase decisions was significant. Based on the results and discussion, the conclusion in this study is that social media has a sig value of 0.000 <0.05, so H0 is rejected. Ha is accepted, which means that Instagram Stories content has a positive and significant effect on purchasing decisions. This means that if social media is active, it will increase purchasing decisions. Keywords: Marcomm, Advertising, Instagram Content, Instagram Stories, Purchase Decision Perkembangan teknologi informasi dan komunikasi telah mengubah kebiasaan dan perilaku masyarakat. Kehadiran media baru seperti internet membuat penggunaan media konvensional menjadi semakin berkurang. Instagram diharapkan mampu mempengaruhi sikap dan prilaku konsumen yang kemudian memunculkan keputusan pembelian. Tujuan dalam penelitian ini adalah untuk mengetahui sejauh mana pengaruh penggunaan Instagram Stories @XYZ terhadap keputusan pembelian di Shopee pada Event tanggal kembar. Variabel yang digunakan peneliti dalam penelitian ini adalah variabel Konten Instagram Stories dan keputusan pembelian. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif yang bersifat statistik. Tehnik pengumpulan data dengan menggunakan kuesioner. Populasi dalam penelitian ini adalah followers @XYZ dan sampel yang digunakan sebanyak 100 orang. Hasil penelitian menunjukkan bahwa korelasi antara konten Instagram Stories dan keputusan pembelian signifikan. Berdasarkan hasil dan pembahasan maka kesimpulan dalam penelitian ini Media sosial memiliki nilai sig 0,000 < 0,05 maka H0 ditolak Ha diterima yang artinya konten Instagram Stories berpengaruh positif dan signifikan terhadap keputusan pembelian. Artinya apabila media sosial aktif maka akan meningkatkan keputusan pembelian. Kata Kunci: Marcomm, Iklan, Konten Instagram, Instagram Stories Keputusan Pembelian,
Actions (login required)
 |
View Item |
