ADAWIYAH, NURUL (2026) PENGARUH KAMPANYE BELI LOKAL TOKOPEDIA TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Survei pada Followers Instagram @tokopedia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of digital technology and marketplaces in Indonesia has transformed consumer shopping behavior, making it more convenient and increasingly online based. One initiative aimed at increasing support for domestic products is Tokopedia’s Buy Local Campaign This study aims to determine the implications of Tokopedia's Beli Lokal (Buy Local) campaign (X)—comprising the dimensions of campaign actors, campaign messages, campaign channels, and target audiences—on product purchasing decisions (Y)—comprising the dimensions of problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior—among @tokopedia's Instagram followers by utilizing the Stimulus-Organism-Response (S-O-R) theory. This study applies a quantitative approach using a survey method, distributing questionnaires to 100 respondents selected through purposive sampling. Data analysis in this study was tested using simple linear regression. The findings confirm that Tokopedia's Beli Lokal campaign has a positive and significant influence on consumer purchasing decisions. A coefficient of determination value of 0.699 indicates that the campaign explains 69.9% of the variance in purchasing decisions, while the remaining 30.1% is influenced by other factors outside this research model. This study concludes that Tokopedia’s Buy Local Campaign is effective in influencing purchasing decisions. Future research is recommended to examine other variables that may affect purchasing decisions, such as discount, brand image and digital marketing, considering that 30.1% of the variance in purchasing decisions remains unexplained by Tokopedia’s Buy Local Campaign. Keywords: Campaign, Beli Lokal, Purchasing Decision, Tokopedia, Local Products, Stimulus-Organism-Response (S-O-R) Theory. Perkembangan teknologi digital dan marketplace di Indonesia telah mengubah pola belanja masyarakat menjadi semakin praktis dan berbasis online. Salah satu upaya untuk meningkatkan dukungan terhadap produk dalam negeri ialah melalui Kampanye Beli Lokal Tokopedia. Penelitian ini berperan guna mendapati implikasi kampanye Beli Lokal Tokopedia (X), yang terdiri dari dimensi pelaku kampanye, pesan kampanye, saluran kampanye, dan khalayak sasaran, terhadap keputusan pembelian produk (Y), yang terdiri dari dimensi pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian, pada pengikut Instagram @tokopedia dengan memanfaatkan teori Stimulus-Organism-Response (S-O-R). Studi ini menerapkan pendekatan kuantitatif dengan metode survei lewat penyebaran kuesioner kepada 100 responden yang ditentukan oleh teknik purposive sampling. Analisis data dalam penelitian ini diuji dengan memanfaatkan regresi linear sederhana. Hasil temuan mengonfirmasi bila Kampanye Beli Lokal Tokopedia mempunyai implikasi nyata yang positif pada keputusan pembelian konsumen. Nilai koefisien determinasi senilai 0,699 mengindikasikan bila kampanye tersebut mampu mengelaborasikan 69,9% variasi pada keputusan pembelian, sementara 30,1% sisanya diintervensi oleh faktor lain di luar model penelitian. Penelitian ini mengonklusikan jika Kampanye Beli Lokal Tokopedia efektif mengintervensi keputusan pembelian produk. Studi selanjutnya direkomendasikan agar mengkaji variabel lain yang berpotensi mengintervensi keputusan pembelian layaknya diskon, brand image, dan digital marketing mengingat masih hadir 30,1% variasi keputusan pembelian yang tak mampu dijabarkan Kampanye Beli Lokal Tokopedia. Kata Kunci: Kampanye, Beli Lokal, Keputusan Pembelian, Tokopedia, Produk Lokal, Teori Stimulus-Organism-Response (S-O-R).
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