Hubungan feeds instagram brand lokal sepatu compass dengan minat beli pengikutnya

Wijaya, Gabrella Childsya (2022) Hubungan feeds instagram brand lokal sepatu compass dengan minat beli pengikutnya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Media sosial saat ini sudah berkembang pesat dengan memiliki jumlah pengguna aktif di Indonesia mencapai 160 juta jiwa. Salah satu media sosial yang paling banyak digunakan yaitu Instagram. Instagram dapat digunakan untuk kebutuhan pribadi atau untuk menjual produk. Fitur instagram yang ditawarkan dapat memudahkan bagi pemasar untuk mempromosikan produknya. Sepatu Compass sebagai fashion sneakers di Indonesia yang berbasis hanya melalui Instagram untuk alat pemasarannya, salah satu fitur utama yang digunakan sepatu compass yaitu dengan memperkenalkan produknya melalui feeds instagram. Dari penelitian ini memiliki tujuan untuk dapat mengukur apakah adanya hubungan feeds instagram brand lokal Sepatu Compass dengan minat beli pengikutnya. Penelitian ini menerapkan teori dari model AIDDA dan minat beli dengan menggunakan metode kuantitatif korelasional. Subjek penelitian ini merupakan pengikut Instagram Sepatu Compass. Teknik penarikan sampel yaitu non-probability sampling dengan pendekatan purposive sampling menggunakan perhitungan rumus Slovin dengan tingkat kesalahan 10%, sehingga menghasilkan jumlah sampel sebanyak 100 responden. Pada penelitian ini menghasilkan 22 butir pertanyaan yang disebarkan dalam bentuk kuesioner. Teknik analisis data menggunakan uji koefisien korelasi dan Koefisien determinasi untuk mengukur seberapa besar hubungan feeds Instagram brand lokal Sepatu Compass dengan minat beli pengikutnya. hasil penelitian menunjukkan adanya hubungan sebesar 0,589 yang berada pada kriteria tingkat sedang dan tingkat kekuatan hubungannya sebesar 63,3% yang berarti tingkat kekuatan hubungan antara kedua variabel bernilai cukup kuat. / Social media is currently growing rapidly with the number of active users in Indonesia reaching 160 millin people. One of the most widely used social media is instagram. Instagram can be used for personal needs or to sell products. Instagram features offered can make it easier for marketers to sell products. Sepatu Compass as fashion sneakers in Indonesia are based only through Instagram as a marketing tool, one of the main features used by Sepatu Compass is to introduce them through the instagram feeds. The aim of this research is to be able to measure whether there is a relationship between the local brand’s Instagram feed, Sepatu Compass and their followers buying interest decisions. This study applies the theory of the AIDDA model and buying interest using correlational quantitative methods. The population used is the Sepatu Compass Instagram followers. The sampling technique is non – probability sampling with a purposive sampling approach using the Slovin formula calculation with an error rate of 10%, resulting in a total sample of 100 respondents. This data analysis technique uses in 22 questions which were distributed in the form of a questionnaire. The results showed that there was a relationship of 0.589 which was at the moderate level criteria and the relevant strength was 63,3%,w hich means that the level of strength of the relationship between two variables was quite strong.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wijaya, Gabrella Childsya01041180108Gabrellawijaya@gmailcom
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRondonuwu, Roy RobertNIDN9990138222UNSPECIFIED
Uncontrolled Keywords: Feeds Instagram; AIDDA; minat beli; Sepatu Compass
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
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Gabrella C. Wijaya
Date Deposited: 01 Jul 2022 07:05
Last Modified: 01 Jul 2022 07:05
URI: http://repository.uph.edu/id/eprint/48285

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