INDHEA, HANIYAH NABILAH (2025) PENGARUH IKLAN INDOMIE X POP MIE RAMEN SERIES TORI KARA DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN (Survey Pada Followers Instagram @Indomie). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Advertising on Instagram Social Media is one aspect that must be considered in consumer buying interest. Advertising is said to be successful, if the advertisement is able to foster buying interest from consumers through providing clear and easy-to-understand information regarding the advantages of the product being offered, providing an attractive visual touch in order to get consumer attention, and fostering an emotional bond with the audience. This study aims to measure and explain the effect of the Indomie X Pop Mie Ramen Series Tori Kara advertisement on Instagram social media on Indomie consumers' buying interest. This study uses the concept of AIDA (Attention, Interest, Desire, Action). However, in this study, buying interest (Variable Y) only reaches the desire stage in the AIDDA concept. This research uses a quantitative approach with a survey method on followers on Instagram @indomie. The population in this study was 638,000 people from Indomie's Instagram followers, a sample of 100 people was taken. This study uses a non-probability sampling method, namely purposive sampling technique using the Taro Yamane formula. The data analysis techniques used in this study are correlation coefficient analysis, coefficient of determination analysis, simple linear regression analysis through SPSS 27 and Hypothesis test (t test). The results showed that there was or is a significant influence between the variable Indomie X Pop Mie Ramen Series Tori Kara Ads on Consumer Purchase Interest. In this study, the results of the correlation coefficient test of 0.614 indicate a strong influence between the variables of Advertising and Consumer Purchase Interest. In addition, the result of the coefficient of determination (R Square) test is 0.377. This figure means that the effect of the advertising variable (independent) on the purchase interest variable (dependent) is 37.7%, while the remaining 62.3% (100-37.7) is influenced by other variables not explained in the study. So it can be interpreted that, Indomie x Pop Mie Ramen series advertisements on Instagram social media have an influence of 37.7% on consumer buying interest. Keywords: Advertising, Purchase Intention, Digital Media Iklan di Media Sosial Instagram menjadi salah satu aspek yang harus menjadi pertimbangan dalam minat beli konsumen. Iklan yang dikatakan berhasil, jika iklan tersebut mampu menumbuhkan minat beli dari konsumen melalui pemberian informasi yang jelas dan mudah dipahami berkenaan dengan keunggulan dari produk yang ditawarkan, memberikan sentuhan visual yang menarik supaya mendapatkan perhatian konsumen, serta menumbuhkan ikatan emosional dengan para audiens. Penelitian ini bertujuan untuk mengukur dan menjelaskan pengaruh dari iklan Indomie X Pop Mie Ramen Series Tori Kara di media Sosial instagram terhadap minat beli konsumen Indomie. Pada penelitian ini menggunakan konsep AIDDA (Attention, Interest, Desire, Action). Namun, dalam penelitian ini minat beli (Variabel Y) hanya sampai tahap desire pada konsep AIDDA. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey pada followers di Instagram @indomie. Jumlah populasi pada penelitian ini ialah sebanyak 638.000 orang dari followers instagram Indomie, diambil sampel 100 orang. Penelitian ini menggunakan metode nonprobability sampling yaitu teknik penarikan sample purposive sampling dengan menggunakan rumus Taro Yamane. Teknik analisis data yang digunakan pada penelitian ini adalah analisis koefisien korelasi, analisis koefisien determinasi, analisis regresi linier sederhana melalui SPSS 27 dan uji Hipotesis (Uji t). Hasil penelitian menunjukkan bahwa ada atau terdapat pengaruh yang signifikan antara variabel Iklan Indomie X Pop Mie Ramen Series Tori Kara Terhadap Minat Beli Konsumen. Pada penelitian ini, hasil dari uji koefisien korelasi sebesar 0,614 menunjukkan adanya pengaruh yang kuat antara variabel Iklan dan Minat Beli Konsumen. Selain itu, hasil dari uji koefisien determinasi (R Square) adalah sebesar 0,377. Angka tersebut mempunyai makna bahwa pengaruh variabel iklan (independent) terhadap variabel minat beli (dependen) adalah sebesar 37,7%, sedangkan sisanya 62,3% (100-37,7) dipengaruhi oleh variabelvariabel lain yang tidak dijelaskan dalam penelitian. Sehinggga dapat diartikan bahwa, Iklan Indomie x Pop Mie Ramen series di media sosial instagram memberikan pengaruh sebesar 37.7% terhadap Minat Beli Konsumen. Kata Kunci: Iklan, Minat Beli, Media digital
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