PENGARUH PEMASARAN MEDIA SOSIAL ROUGHNECK DI INSTAGRAM TERHADAP MINAT BELI KONSUMEN (Survei Pada Followers Instagram Rougneck 1991 Usia 17-25 Tahun Periode 2023-2024)

Rahman, Reza Aulia (2024) PENGARUH PEMASARAN MEDIA SOSIAL ROUGHNECK DI INSTAGRAM TERHADAP MINAT BELI KONSUMEN (Survei Pada Followers Instagram Rougneck 1991 Usia 17-25 Tahun Periode 2023-2024). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Di era digital yang berkembang pesat, teknologi informasi (TI) telah berubah. faktor penting dalam perkembangan bisnis modern. Teknologi Informasi membantu perusahaan berkembang dengan efisiensi, pada saat ini brand/perusahaan banyak yang menjual produk melalui Internet media yang saat ini sangat berkembang di Indonesia adalah media Instagram. Salah satunya yaitu Akun Roughneck1991 yang merupakan cloting brand asal Indonesia yang bertransformasi penjualan dari Offline secara Online. Tujuan Penelitian adalah untuk menjelaskan pengaruh media sosial Instagram dalam pemasaran Media Sosial Roughneck1991. Peneliti ini fokus pada dua Variable yaitu Social Media Marketing (X) dan Minat Beli Konsumen (Y). Penelitian ini menggunakan pendekatan Kuantitatif dengan menggunakan metode Survei, Teori yang digunakan adalah SOR yang respon dari teori tersebut diambil dari AISAS yaitu Attention, Interest, dan Search. Pengambilan sampel menggunakan non-probability sampling, populasi penelitian terdiri dari Followers Instagram Roughneck1991 yang berusia 17-25 Tahun dengan jumlah sampel sebanyak 100 orang yang dihitung menggunakan rumus Slovin, hasil data diolah menggunakan SPSS Melalui Uji Korelasi dan Uji Regresi. Hasil penelitian ini adalah adanya pengaruh social media marketing Roughneck1991 di Instagram sebesar 59,3% terhadap minat beli konsumen, dimana sisa nilai tersebut yaitu sebesar 40,7% meerupakan faktor lain yang mempengaruhi minat beli konsumen. Kesimpulan dari penelitian ini bahwa responden dengan mayoritas pelajar / mahasiswa menjadi konsumen terbanyak pada brand Roughneck1991 terbukti dengan meningkatnya dampak social media marketing Roughneck1991 di Instagram terhadap minat beli konsumen. Diharapkan akun Instagram @Roughneck1991 dapat terus mengunggah konten yang menarik dan semakin mendalami setiap fitur interaktif yang telah disediakan oleh Instagram. Information technology (IT) has changed in the rapidly developing digital era. It is an essential factor in the development of modern business and helps companies develop efficiently. Many brands/companies sell products via the Internet. The most recently developed media in Indonesia is Instagram. One is the Roughneck1991 Account, a cloning brand from Indonesia that has transformed sales from offline to online. The research objective is to explain the influence of Instagram social media in Roughneck1991 Social Media marketing. This researcher focuses on two variables: Social Media Marketing (X) and Consumer Purchase Interest (Y). This research uses a quantitative approach using the survey method. The theory used is SOR, where the responses from this theory are taken from AISAS, namely Attention, Interest, and Search. Sampling used probability sampling and non-probability sampling; the research population consisted of Roughneck1991 Instagram Followers aged 17-25 years with a sample size of 100 people calculated using the Slovin formula, and the data results were processed using SPSS via Correlation Test and Regression Test. This research shows an influence of Roughneck1991's social media marketing on Instagram at 59.3% on consumer buying interest, where the remaining value of 40.7% is another factor that influences consumer buying interest. This research concludes that most respondents are students who are the largest consumers of the Roughneck1991 brand, as proven by the increasing impact of Roughneck1991's social media marketing on Instagram on consumer buying interest. The Instagram account @ Roughneck1991 can continue to upload exciting content and deepen every interactive feature provided by Instagram.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44320010083
Uncontrolled Keywords: Social Media Marketing, Minat Beli Konsumen, Roughneck1991, Instagram, Teori SOR Social Media Marketing, Consumer Purchase Interest, Roughneck1991, Instagram, SOR Theory
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: 22 Aug 2024 07:25
Last Modified: 22 Aug 2024 07:25
URI: http://repository.mercubuana.ac.id/id/eprint/90592

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