RESPATY, HARY (2023) PENGARUH MEDIA SOSIAL MARKETING @CGV.ID SEBAGAI SARANA PROMOSI TERHADAP MINAT BELI KONSUMEN (Studi Pada CGV Cinemas Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of social media marketing @cgv.id as a means of promotion on consumer buying interest. CGVCinemas is a cinema chain that uses the concept of Experiential Marketing because CGV Cinemas provides a different experience to consumers in the field of the big screen industry. CGV Cinemas is a cinema that has the most studio types comparedto other cinemas in Indonesia, consumers can watch in Regular, 3D, 4DX, Sphere X, Gold Class, Velvet Class and Sweet Box studios. Variable X in this study is Social Media Marketing with dimensions(Context, Communication, Collaboration, Connection). Variable Y in this study is Buying Interest with dimensions (Awareness, Knowledge, Liking, Preference, Conviction, Purchase). In this study, using the positivism paradigm. This type of research is quantitative, with the research method used, namely the survey method. The sampling technique in this study is probabilitiy sampling with simple random sampling techniques. The sample in this study was 100 respondents, the analysis was carried out using the Product Moment Correlation Test and Dethermation Test with the SPSS 25 program. Based on the results of Social Media Marketing relationship research @cgv.id in influencing consumer buying interest is in sufficient relationship withthe Pearson correlation result of 0,559 with a large influence of 21%. Keywords: Social Media, Marketing, Buying Interest, CGV Penelitian ini bertujuan untuk mengetahui Pengaruh Media Sosial Marketing @cgv.id Sebagai Sarana Promosi Terhadap Minat Beli Konsumen. CGV Cinemas merupakan jaringan bioskop yang menggunakan konsep Experiential Marketing karena CGV Cinemas memberikan pengalaman berbeda kepada konsumen dalam bidang industri layar lebar. CGV Cinemas adalah bioskopyang memiliki jenis studio terbanyak dibandingkan bioskop lain di Indonesia, konsumen bisa menonton di studio Reguler, 3D, 4DX, Sphere X, Gold Class, VelvetClass dan Sweet Box. Variabel X pada penelitian ini yaitu Media Sosial Marketing dengan dimensi (Context, Communication, Collaboration, Connection). Variable Y Pada penelitian ini yaitu Minat Beli dengan dimensi (Awareness, Knowledge, Liking, Preference, Conviction, Purchase). Dalam penelitian ini, menggunakan paradigma positivisme. Jenis penelitian ini adalah kuantitatif, dengan metode penelitian yang dipakai yaitu metode survey. Teknik penarikan sampel dalam penelitian ini adalah probabilitiy sampling dengan pengambilan teknik simple random sampling. Sampel pada penelitian ini sebanyak 100 Responden, Analisis dilakukan dengan menggunakan Uji Korelasi Product Moment dan Uji Determasi dengan program SPSS 25. Berdasarkan hasil penelitian hubungan Media Sosial Marketing @cgv. id dalam mempengaruhi minat beli konsumen berada pada hubungan yang cukup dengan hasil korelasi pearson sebesar 0,559 dengan besar pengaruh 21%. Kata Kunci: Media Sosial, Marketing , Minat Beli, CGV.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PKP. 23 038 |
| NIM/NIDN Creators: | 44319010002 |
| Uncontrolled Keywords: | Media Sosial, Marketing , Minat Beli, CGV. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 04 Oct 2023 07:38 |
| Last Modified: | 04 Oct 2023 07:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81963 |
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