Pengaruh penggunaan instagram akun gg.holiday travel terhadap keputusan pembelian konsumen

Widiantari, Kadek Novi (2021) Pengaruh penggunaan instagram akun gg.holiday travel terhadap keputusan pembelian konsumen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan Instagram sebagai salah satu media sosial yang dalam perkembangannya mulai kian populer di kalangan masyarakat, seperti halnya penggunaan media Instagram pada akun gg.holiday travel sebagai salah satu media komunikasi dengan para konsumennya untuk melakukan transaksi pembelian voucher hotel. Dalam hal ini, latar belakang masalah yang di lihat bahwa banyak konsumen yang menanyakan tentang penjualan voucher hotel tersebut, namun kenyataannya hanya 5-10% konsumen yang melakukan pembelian. Melihat hal tersebut masih minim keuntungan yang didapat. Maka dengan demikian, tujuan penelitian untuk mengetahui seberapa besar pengaruh penggunaan Instagram pada akun gg.holiday travel terhadap keputusan pembelian konsumen. Adapun teori yang digunakan yaitu Teori Hierarchy of effect dengan model yang terkenal yaitu AIDA. Penelitian ini menggunakan metode penelitian kuantitatif dengan menyebarkan kuesioner secara online ke 100 responden, yaitu para followers akun gg.holiday tersebut. Hasil data dari penyebaran kuesioner tersebut kemudian diolah menggunakan SPSS. Hasil penelitian menunjukkan, bahwa penggunaan Instagram pada akun gg.holiday travel berpengaruh terhadap keputusan pembelian dengan persentase 69,7%./ The utilization of Instagram as one of social media is getting popular among the society, the same as usage of Instagram for GG Holiday’s account. GG holiday travel is one of a travel agent, who currently using instagram as their platform to sell products which is hotel vouchers to reach out their customers. Despite they use instagram as their platform, there is a discrepancy on the inquiry vs materialized booking. The fact is lots of customers are asking everyday, however the materialization of guaranteed booking is only 5%-10% as the owner speaks. Seeing the discrepancy on this case, the researcher wants to conduct a research which aiming to identify and to examine about how many impact the use of Instagram on GG Holiday Travel to purchase decision.The theory that the researcher use is, Hierarchy of Effect with AIDA models. The research using quantitative method, by spreading online questionaire with 100 respondents, who being GG Holiday Travel's followers. The results of the data itself therefore processed with SPSS. The result of this research shows that, the use of Instagram on GG Holiday Travel to the purchase decision with the percentage of 69,7%.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Widiantari, Kadek NoviNIM01045170041kadeknoviwidiantari@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimangunsong, Benedictus A.NIDN0316047501UNSPECIFIED
Thesis advisorSundah, Pierre MauritzNIDN0312038705UNSPECIFIED
Additional Information: 31001000236969
Uncontrolled Keywords: instagram; AIDA; perilaku konsumen; keputusan pembelian konsumen
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Depositing User: Users 4942 not found.
Date Deposited: 01 Feb 2021 03:22
Last Modified: 24 Mar 2022 05:33
URI: http://repository.uph.edu/id/eprint/14468

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