SHINTYANINGRUM, FANNY (2024) PENGARUH PROMOSI SOCIAL MEDIA MARKETING PAY 1 FOR 2 BCA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK HAGEN-DAZS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Marketing plays a crucial role in triggering consumer purchase intentions and sustaining business continuity. In today's technological era, internet marketing and social media marketing have become primary trends, enabling companies to enhance visibility and run promotions efficiently. This research focuses on examining the influence of the Pay 1 For 2 BCA promotion through social media marketing on consumer purchasing decisions for Häagen-Dazs products at Emporium Mall Pluit. The collaboration with Bank BCA through this promotional program has proven to be a successful strategy, executed through social media platforms such as Facebook, Twitter, and Instagram. The study aims to explore the extent to which this strategy affects consumer purchasing decisions for Häagen-Dazs products based on the contexts of Context, Communication, Collaboration, and Connection. This research adopts a correlational study type with a survey method, utilizing data collection through questionnaire distribution. The population comprises consumers who made purchases using the BCA Pay 1 for 2 Haagen-Dazs promo in 2021, totaling 110 respondents. The sample size, calculated using the Slovin formula, is 52 respondents. Data collection techniques include observation, interviews, and questionnaires. Data analysis involves simple linear regression analysis, and hypothesis testing utilizes the T-test. The results of the simple regression in this study reveal a correlation coefficient (R) of 0.684, indicating a strong relationship between the independent and dependent variables. Meanwhile, the coefficient of determination (R Square) of 0.467 suggests that the influence of the BCA Pay 1 For 2 Promotion (X) on Häagen-Dazs Product Purchase Decisions (Y) is approximately 46.7%. Collaboration dimensions emerge as a dominant factor influencing purchasing decisions. In conclusion, there is a positive and significant influence of the Pay 1 For 2 BCA promotion on Häagen-Dazs purchase decisions. Keywords: Promotion, Purchase Decision, Consumer Pemasaran memiliki peran penting dalam memicu niat beli konsumen dan menjaga kelangsungan usaha bisnis. Dalam era teknologi saat ini, internet marketing dan social media marketing menjadi tren utama, memungkinkan perusahaan untuk meningkatkan visibilitas dan menjalankan promosi secara efisien. Fokus penelitian ini terletak pada pengaruh promosi Pay 1 For 2 BCA melalui social media marketing terhadap keputusan pembelian konsumen pada produk Häagen-Dazs di Emporium Mall Pluit. Kerja sama dengan Bank BCA melalui program promosi ini telah menjadi strategi yang berhasil, dijalankan melalui media sosial seperti Facebook, Twitter, dan Instagram. Penelitian ini bertujuan untuk menggali sejauh mana strategi ini memengaruhi keputusan pembelian konsumen pada produk Häagen-Dazs. berdasarkan konteks (Context), komunikasi (Communication), kolaborasi (Collaboration), dan koneksi (Connection). Penelitian ini merupakan jenis penelitian korelasional dengan metode survei dengan menggunakan pengumpulan data dan penyebaran angket instrument penelitian (kuesioner). Populasi dalam penelitian ini merupakan konsumen yang melakukan pembelian menggunakan program promo BCA Pay 1 for 2 Haagen-dazs pada tahun 2021 dengan jumlah 110 responden. Sampel dalam penelitian ini berdasarkan perhitungan rumus slovin sebanyak 50 responden. Teknik pengumpulan data dilakukan dengan observasi, wawancara dan kuesioner. Teknik analisa data menggunakan analisis regresi linier sederhana dan pengujian uji hipotesis menggunakan uji T. Hasil regresi sederhana dalam penelitian ini, ditemukan bahwa nilai koefisien Korelasi (R) mencapai 0,684, menunjukkan tingkat keeratan hubungan yang kuat antara variabel independen dan variabel dependen. Sementara nilai koefisien Korelasi determinan R2 (R Square) sebesar 0,467 mengindikasikan bahwa pengaruh variabel Promosi BCA Pay 1 For 2 (X) terhadap Keputusan Pembelian Produk Häagen-Dazs (Y), sekitar 46,7%. Dimensi kolaborasi merupakan faktor yang dominan dalam mempengaruhi keputusan pembelian. Kesimpulanya, terdapat pengaruh positif dan signifikan dari Promosi Pay 1 For 2 BCA terhadap Keputusan Pembelian Häagen-Dazs. Kata Kunci: Promosi, Keputusan Pembelian, Konsumen
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