Christian, Romeldo (2025) Analisis Minat Beli Pengikut Akun Instagram Selis Indonesia Tahun 2023. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi dan menggambarkan minat beli pengikut akun Instagram Selis Indonesia pada tahun 2023. Fokus utama adalah pada faktor-faktor yang mempengaruhi perilaku terencana dan minat beli setelah melihat promosi digital kendaraan listrik di platform Instagram. Metode penelitian yang digunakan adalah kuantitatif survei. Data dikumpulkan melalui kuesioner yang dibagikan kepada 100 sampel pengikut akun Instagram Selis Indonesia. Data yang terkumpul kemudian dianalisis secara deskriptif untuk mengidentifikasi pola dan kecenderungan yang terkait dengan minat beli. Hasil penelitian menunjukkan bahwa promosi digital kendaraan listrik di Instagram, khususnya yang dilakukan oleh Selis Indonesia, memiliki pengaruh positif terhadap minat beli pengikutnya. Konten promosi yang menarik dan informatif di platform Instagram mampu meningkatkan kesadaran merek, membangun persepsi positif tentang produk, dan pada akhirnya mendorong minat beli. Penelitian ini juga menyoroti pentingnya faktor-faktor lain seperti sikap terhadap produk, norma subjektif (pengaruh orang lain), dan kontrol perilaku yang dipersepsikan dalam memprediksi minat beli. Interaksi antara faktor-faktor ini perlu dipahami lebih lanjut untuk mengembangkan strategi pemasaran digital yang efektif. This study aims to identify and describe the purchase intention of Selis Indonesia's Instagram followers in 2023. The main focus is on the factors that influence planned behavior and purchase intention after viewing digital promotions of electric vehicles on the Instagram platform. The research method used is quantitative survey. Data was collected through questionnaires distributed to a sample of 100 followers of Selis Indonesia's Instagram account. The collected data was then analyzed descriptively to identify patterns and trends related to purchase intention. The results of the study indicate that digital promotions of electric vehicles on Instagram, especially those carried out by Selis Indonesia, have a positive influence on the purchase intention of their followers. Interesting and informative promotional content on the Instagram platform is able to increase brand awareness, build positive perceptions about the product, and ultimately drive purchase intention. This study also highlights the importance of other factors such as attitude towards the product, subjective norms (influence of others), and perceived behavioral control in predicting purchase intention. The interaction between these factors needs to be further understood to develop effective digital marketing strategies.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319110081 |
| Uncontrolled Keywords: | komunikasi pemasaran, minat beli, kendaraan listrik, promosi digital, Instagram. marketing communication, purchase intention, electric vehicles, digital promotion, Instagram. |
| 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: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 04 Mar 2025 02:46 |
| Last Modified: | 04 Mar 2025 02:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94624 |
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