Setianingsih, Yuliana (2024) PENGARUH PROMOSI PENJUALAN TERHADAP BRAND PREFERENCE PADA J.CO DONUTS & COFFEE (Survey Pada Followers Akun Instagram @jcoindonesia). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Instagram saat ini menjadi hal yang saat ini tidak dapat ditinggalkan dalam kegiatan sehari-hari. Dengan berbagai fitur dalam Instagram menjadikan Instagram memiliki peluang besar menjadi salah satu pilihan tempat untuk melakukan kegiatan promosi penjualan. Salah satu brand yang menggunakan Instagram adalah J.CO Donuts and Coffee. Penelitian ini menggunakan teori AISAS model marketing (Attention, Interest, Search, Action, Share), dengan dimensi teori Promosi Penjualan Menurut Kotler and Keller (Diskon, Sample, Kupon, Cash Back, Price Pack, Prize), dan dimensi teori Brand Preference Menurut Kotler (Pengalaman Positif, Rangsangan Positif, Preferensi Positif). Metode penelitian yang digunakan adalah penelitian kuantitaif dengan varian metode survey pada followers di akun Instagram @jcoindonesia. Dari populasi sebanyak 1.921.290 orang dari followers Instagram @jcoindonesia, diambil sampel 100 orang. Penentuan sampel menggunakan teknik Purposive sampling (Sampel Pertimbangan) rumus Slovin. Instrumen yang digunakan adalah kuesioner. Teknik Analisa data yang digunakan adalah dengan analisa koefisien korelasi, analisa koefisien determinasi, analisa regresi linier sederhana, selanjutnya untuk uji hipotesis menggunakan uji t. Hasil penelitian berdasarkan analisis data yang sudah dilakukan menunjukan bahwa adanya tingkat hubungan yang sangat kuat antara variabel Promosi Penjualan dan Brand Preference sebesar 0,885. Promosi Penjualan yang dilakukan oleh J.CO Donuts and Coffee memberikan pengaruh sebesar 78,3% terhadap Brand Preference, sementara 21,7% dipengaruhi oleh faktor lain. Dapat disimpulkan bahwa dalam penelitian ini terdapat pengaruh yang signifikan antara Promosi Penjualan pada Instagram @jcoindonesia terhadap Brand Preference. Instagram is now something that cannot be left behind in everyday activities. With its various features, Instagram has a great chance to be one of the best places to do sales promotion activities. One of the brands that uses Instagram is J.CO Donuts and Coffee. The study uses the AISAS theory of the marketing model (Attention, Interest, Search, Action, Share), with the theoretical dimensions of Sales Promotion according to Kotler and Keller (diskon, sample, coupon, cash back, price pack, prize), and the theory dimension of Brand Preference according to Kotler (positive experience, positive stimulation, positively preferred). The research method used was quantitative research with variants of survey methods on followers on the Instagram account @jcoindonesia. From a population of 1,921,290 people from Instagram followers @jcoindonesia, a sample of 100 people was taken. Sample determination using the Slovin formula and purposeful sampling technique. The instrument used is a questionnaire. The data analysis techniques used are correlation coefficient analysis, determination coefficient analysis, simple linear regression analysis, and then hypothetical testing using t. The results of the research based on the analysis of the data already done show that there is a very strong correlation rate between the Sales Promotion variable and the Brand Preference of 0.885. The Sales Promotions carried out by J.CO Donuts and Coffee had an impact of 78.3% on Brand Preference, while 21.7% were influenced by other factors. It can be concluded that in this study there is a significant influence between Sales Promotion on Instagram (@jcoindonesia) and Brand Preference.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320010033 |
| Uncontrolled Keywords: | Promosi Penjualan, Brand Preference, Instagram, AISAS Model Marketing, J.CO Donuts and Coffee. Sales Promotion, Brand Preference, Instagram, AISAS Model Marketing, J.CO Donuts and Coffee. |
| 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 15 Aug 2024 03:04 |
| Last Modified: | 15 Aug 2024 03:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90262 |
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