PENGARUH MEDIA SOSIAL MARKETING @AG_BIKES SEBAGAI PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO AG BIKES PADA KOMUNITAS SEPEDA FIXED UNDERGROUND

NABIL, HAKAMSAH HAECAL (2023) PENGARUH MEDIA SOSIAL MARKETING @AG_BIKES SEBAGAI PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO AG BIKES PADA KOMUNITAS SEPEDA FIXED UNDERGROUND. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine whether there is influence of social media Marketing @ag_bikes as a promotion on purchasing decisions at AG Bikes stores in the Fixed Underground bicycle community. The data used in this study amounted to 50 samples who were members of the Fixed Underground community. The sampling technique was carried out by means of Non Probability Sampling - Saturated sample. The data analysis technique used is descriptive analysis to measure the influence of Social Media Marketing using Chris Heuer's theory in Solis (2010) (X) while the dependent variable (Y) is based on the theory of Purchasing Decisions according to Kotler (2005). This research method uses a survey method, a positivism research paradigm, with a descriptive research type and a quantitative approach to describe clearly and in detail the problem being researched by the researcher. The results of this study indicate that Instagram social media influences purchasing decisions at Ag Bikes stores in the Fixed Underground community. Every time you increase the influence of Instagram social media by 1 unit (1%), it will increase the purchase decision by 0.601 units (60%). Keywords: The Influence of Social Media Marketing, Purchase Decision, Ag Bikes Penelitian ini bertujuan untuk mengetahui adakah pengaruh media sosial marketing @ag_bikes sebagai promosi terhadap keputusan pembelian di toko AG Bikes pada komunitas sepeda Fixed Underground. Data yang digunakan dalam penelitian ini berjumlah 50 sampel yang merupakan anggota komunitas Fixed Underground. Teknik penarikan sampel dilakukan dengan cara Non Probability Sampling - Sampel jenuh. Teknik analisis data yang digunakan adalah dengan analisis deskriptif untuk mengukur pengaruh Media Sosial Marketing dengan menggunakan teori Chris Heuer dalam solis (2010) (X) sedangkan variabel dependen (Y) berdasarkan teori Keputusan Pembelian menurut Kotler (2005). Metode penelitian ini menggunakan metode survei, paradigma penelitian positivisme, dengan tipe penelitian deskriptif dan pendekatan kuantitatif untuk menggambarkan secara jelas dan terperinci mengenai masalah yang sedang diteliti oleh peneliti. Hasil dari penelitian ini menunjukkan bahwa media sosial marketing berpengaruh terhadap keputusan pembelian di toko Ag Bikes pada komunitas Fixed Underground. Setiap meningkatkan pengaruh media sosial Instagram sebesar 1 satuan (1%) makan akan meningkatkan keputusan pembelian sebesar 0,601 satuan (60%). Kata kunci: Pengaruh Media Sosial Marketing, Keputusan Pembelian, Ag Bikes

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