PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @CAFFINO.ID TERHADAP MINAT BELI FOLLOWERS TAHUN 2019

LAKSANANTO, PRAMU (2020) PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM @CAFFINO.ID TERHADAP MINAT BELI FOLLOWERS TAHUN 2019. S1 thesis, Universitas Mercu Buana Jakarta.

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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 behavior which then raises buying interest. The purpose of this study was to determine the extent of the influence of the use of social media Instagram @caffino.id on followers' buying interest. The variables used by researchers in this study are advertising variables and buying interest. The method used in this study is a statistical quantitative research method. Data collection techniques using questionnaires. The population in this study were followers of caffino and the sample used was 100 people. The results showed that the correlation between social media and purchase intention 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 Ho is rejected. Ha is accepted, which means that social media has a positive and significant effect on buying interest. This means that if social media is active, it will increase buying interest. Keywords: Marcomm, Advertising, Advertising, Mercu Buana University, Caffino, Buying Interest. 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 minat beli. Tujuan dalam penelitian ini adalah untuk mengetahui sejauh mana pengaruh penggunaan media sosial instagram @caffino.id terhadap minat beli followers. Variabel yang digunakan peneliti dalam penelitian ini adalah variabel iklan dan minat beli. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif yang bersifat statistik. Tehnik pengumpulan data dengan menggunakan kuisioner. Populasi dalam penelitian ini adalah Followers caffino dan sampel yang digunakan sebanyak 100 orang. Hasil penelitian menunjukkan bahwa korelasi antara media sosial dan minat beli signifikan. Berdasarkan hasil dan pembahasan maka kesimpulan dalam penelitian ini Media sosial memiliki nilai sig 0,000 < 0,05 maka Ho ditolak Ha diterima yang artinya media sosial berpengaruh positif dan signifikan terhadap minat beli. Artinya apabila media sosial akif maka akan meningkatkan minat beli. Kata Kunci : Marcomm, Advertising, Iklan, Universitas Mercu Buana, Caffino, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 23 028
NIM/NIDN Creators: 44316110068
Uncontrolled Keywords: Marcomm, Advertising, Iklan, Universitas Mercu Buana, Caffino, Minat Beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.62 Interfacing and Communications Protocols (Standards)/Tampilan Antarmuka dan Protokol Komunikasi (Standar)
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.6 Communication Psychology/Psikologi Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: MILA RISKA
Date Deposited: 24 May 2023 07:07
Last Modified: 03 Jun 2023 03:26
URI: http://repository.mercubuana.ac.id/id/eprint/77639

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