PENGARUH BRAND ASSOCIATION TERHADAP MINAT BELI KONSUMEN INSTAGRAM SLIM BEAUTY PRODUCT (Survei Terhadap Pengikut Media Sosial Instagram @slimbeautyproduct)

Yulianto, Sigit (2023) PENGARUH BRAND ASSOCIATION TERHADAP MINAT BELI KONSUMEN INSTAGRAM SLIM BEAUTY PRODUCT (Survei Terhadap Pengikut Media Sosial Instagram @slimbeautyproduct). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Seiring dengan perkembangan teknologi yang sangat pesat, aktivitas bisnis melalui internet mengalami peningkatan guna bersaing secara kompetitif. Salah satu industri yang tumbuh pesat adalah industri obat pelangsing sehubungan dengan tumbuhnya tren dan standar kecantikan pada masyarakat. Salah satu produk obat pelangsing yang berkembang di Indonesia adalah Slim Beauty Product yang telah melakukan berbagai strategi promosi pemasaran melalui media sosial, marketplace, hingga influencer marketing guna membangun brand association. Pada penelitian ini menggunakan indikator yang digunakan untuk melakukan penelitian yaitu brand association yang meliputi: attribute, manfaat dan attitude. Sedangkan pada minat beli, indikator yang digunakan untuk melakukan penelitian yaitu attention, interest, search, action dan share. Jenis penelitian yang digunakan adalah tipe penelitian korelasional dengan pendekatan kuantitatif. Metode penelitian yang digunakan adalah metode survey. Peneliti mengumpulkan data secara primer dengan menyebarkan kuisioner kepada 400 responden. Penelitian ini dilakukan dengan teknik pengumpulan data yaitu teknik purposive sampling. Responden dari penelitian adalah pengikut media sosial Instagram @slimbeautyproduct. Berdasarkan hasil penelitian, disimpulkan bahwa ada pengaruh association terhadap minat beli konsumen Slim Beauty Product sebesar 80.2%. Kata kunci: brand association, minat beli, Slim Beauty Product, Instagram. With the rapid development of technology, business activities through the internet have increased to compete competitively. One of the rapidly growing industries is the slimming drug industry in relation to the rising trends and beauty standards in society. One of the slimming drug products that has been known in Indonesia is Slim Beauty Product, which has implemented multichannel marketing strategies through social media, marketplaces, and influencer marketing to build brand association. In this study, the indicators used to conduct research are attribute, benefit and attitude. Meanwhile, on purchase intention, the indicators used to conduct research are attention, interest, search, action, and share. The type of research used is correlational research with a quantitative approach. The research method used is the survey method. Researcher collected data primarily by distributing questionnaires to 400 respondents. This research was conducted using the data collection technique called purposive sampling. The respondents for this research are followers of @slimbeautyproduct Instagram. Based on the results of this research, it is concluded that there is an 80.2% influence of brand association on the purchase intention of Slim Beauty Product consumers. Keywords: brand association, purchase intention, Slim Beauty Product, Instagram.

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