PENGARUH BRAND IMAGE KAILA OFFICIAL.ID TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (PERIODE 2024-2025) (Survei Pada Pengikut Media Sosial Instagram @kailaofficial.id)

HAKIM, YUSUF NUR (2026) PENGARUH BRAND IMAGE KAILA OFFICIAL.ID TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (PERIODE 2024-2025) (Survei Pada Pengikut Media Sosial Instagram @kailaofficial.id). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand image KailaOfficial.id terhadap keputusan pembelian konsumen (Survei terhadap pengikut media sosial Instagram @kailaofficial.id. Variabel X adalah Brand Image) dan Variabel Y adalah Keputusan Pembelian. Penelitian ini menggunakan dua variabel, yaitu variabel bebas dan variabel terikat yang masing-masing berjumlah satu buah. Variabel bebas atau yang biasa disebut variabel independen dalam penelitian ini adalah citra merek (brand image), dan yang menjadi variabel terikat atau dependen adalah keputusan pembelian. Paradigma penelitian yang digunakan adalah positivistik dengan pendekatan kuantitatif korelasional dan metode survei. Populasi yang diambil adalah populasi pengikut media sosial Instagram @kailaofficial.id berusia 18 – 44 tahun dan sampel diperoleh sebanyak 100 orang responden. Kuesioner digunakan untuk mendapatkan tanggapan dari responden. Berdasarkan hasil penelitian, terdapat pengaruh Brand Image terhadap keputusan pembelian terhadap brand KailaOfficial.id sangat kuat. Nilai korelasi antara keduanya adalah 0,746 yang artinya tingkat hubungan korelasi terbilang kuat. Berdasarkan hasil uji koefisien determinasi dapat disimpulkan bahwa Brand Image KailaOfficial.id di media sosial Instagram memberikan pengaruh sebesar 55,6% terhadap keputusan pembelian konsumen. Kesimpulan penelitian ini membuktikan bahwa pengaruh Brand Image pada media sosial Instagram KailaOfficial.id relatif kuat terhadap keputusan pembelian konsumen KailaOfficial.id. This study aims to determine the influence of KailaOfficial.id brand image on consumer purchasing decisions (Survey of Instagram social media followers @kailaofficial.id. Variable X is Brand Image) and Variable Y is Purchase Decision. This study uses two variables, namely the independent variable and the dependent variable, each of which amounts to one. The independent variable or what is usually called the independent variable in this study is brand image, and the dependent variable is the purchase decision. The research paradigm used was positivistic with a quantitative correlational approach and survey method. The population taken was followers of the Instagram social media platform @kailaofficial.id aged 18–44, and a sample of 100 respondents was obtained. A questionnaire was used to obtain responses from respondents. Based on the research results, brand image has a very strong influence on purchasing decisions for the KailaOfficial.id brand. The correlation value between the two is 0.746, indicating a strong correlation. Based on the coefficient of determination test, it can be concluded that KailaOfficial.id's brand image on Instagram has a 55.6% influence on consumer purchasing decisions. The conclusion of this study proves that the influence of Brand Image on KailaOfficial.id's Instagram social media is relatively strong on KailaOfficial.id consumer purchasing decisions.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44319110068
Uncontrolled Keywords:	brand image, kailaofficial.id, keputusan pembelian, instagram. brand image, kailaofficial.id, purchasing decision, Instagram.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	ZAIRA ELVISIA
Date Deposited:	04 Mar 2026 01:58
Last Modified:	04 Mar 2026 01:58
URI:	http://repository.mercubuana.ac.id/id/eprint/101320

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