PUTRA, MUHAMMAD IHSAN PERMANA (2023) PENGARUH PROMOSI TERHADAP MINAT BELI PADA AKUN INSTAGRAM TOKO TAHILALATS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Technological advances nowadays make it easier for people to get information. Sources of information that can be obtained from media. The media that is widely used is Social Media. One of the business accounts that uses the Instagram application to promote its business is Tahilalats Shop. This research focuses on discussing the influence of promotions on purchasing interest on the Tahilalats Shop Instagram account. The discussion on Promotion according to Kotler and Keller applies five indicators, namely Promotion Frequency, Promotion Quality, Promotion Quantity, Timeliness and Promotion Timing. And for the concept of Buying Interest, four indicators are used, namely, Transactional Interest, Referential Interest, Preferential Interest and Explorative Interest. This research uses a quantitative approach with survey methods and non-probability sampling techniques with a sample size of 99 respondents. The population was taken from followers of the Tahilalats shop Instagram account from July – August 2023. Based on the research results, it was found that there was a significant influence between Promotion on Purchase Interest on the Tahilalats Store Instagram Account, so that it had an influence by getting a p value of 0.00 through hypothesis testing. Based on the research objective, namely to find out whether there is an influence of promotions on buying interest on the Tahilalats Shop Instagram account, so as to get positive and valid results, it can be concluded that the promotions carried out by the Tahilalats Shop have an effect on consumer buying interest. Keywords: Instagram, Tahilalats Store, Promotions, Buying Interest Kemajuan teknologi di masa sekarang ini semakin memudahkan masyarakat untuk mendapatkan informasi. Sumber informasi yang bisa didapatkan dari sebuah Media. Media yang banyak digunakan adalah Media Sosial. Salah satu akun bisnis yang memanfaatkan aplikasi instagram dalam mempromosikan usaha bisnisnya yaitu Toko Tahilalats. Penelitian ini berfokus untuk membahas Pengaruh Promosi terhadap Minat Beli pada Akun Instagram Toko Tahilalats. Pembahasan tentang Promosi menurut Kotler dan Keller menerapkan lima indikator ialah Frekuensi Promosi, Kualitas Promosi, Kuantitas Promosi, Ketepatan Waktu dan Waktu Promosi. Dan untuk konsep Minat Beli menggunakan empat indikator ialah, Minat Transaksional, Minat Referensial, Minat Preferensial dan Minat Eksploratif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey dan teknik pengambilan sampel non probability sampling dengan jumlah sampel 99 responden. Populasi diambil dari pengikut akun instagram toko tahilalats sejak bulan Juli – Agustus 2023. Berdasarkan dari hasil penelitian didapatkan bahwa pengaruh signifikan antara Promosi terhadap Minat Beli pada Akun Instagram Toko Tahilalats, sehingga memiliki pengaruh dengan mendapatkan nilai p 0,00 melalui uji hipotesis. Berdasarkan tujuan penelitian yaitu untuk mengetahui adakah pengaruh promosi terhadap minat beli pada akun instagram Toko Tahilalats, sehingga mendapatkan hasil nilai positif dan valid, maka dapat disimpulkan bahwa Promosi yang dilakukan oleh Toko Tahilalats berpengaruh terhadap Minat Beli konsumen. Kata Kunci : Instagram, Toko Tahilalats, Promosi, Minat Beli
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PKP. 23 048 |
| NIM/NIDN Creators: | 44319010009 |
| Uncontrolled Keywords: | Instagram, Toko Tahilalats, Promosi, 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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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: | 21 Oct 2023 07:56 |
| Last Modified: | 21 Oct 2023 07:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83033 |
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