Pengaruh pemasaran media sosial instagram terhadap minat beli produk shopatvelvet = The influence of instagram social media marketing towards purchase intention of shopatvelvet’s product

Arintami, Widaswari Nadira (2021) Pengaruh pemasaran media sosial instagram terhadap minat beli produk shopatvelvet = The influence of instagram social media marketing towards purchase intention of shopatvelvet’s product. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title.pdf)
Title.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img]
Preview
Text (Abstract.pdf)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (199kB) | Preview
[img]
Preview
Text (ToC.pdf)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (204kB) | Preview
[img]
Preview
Text (Chapter1.pdf)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (187kB) | Preview
[img] Text (Chapter2.pdf)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (246kB)
[img] Text (Chapter3.pdf)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (287kB)
[img] Text (Chapter4.pdf)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (315kB)
[img] Text (Chapter5.pdf)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (171kB)
[img]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (205kB) | Preview
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (6MB)

Abstract

Lahirnya media sosial merupakan hasil dari perkembangan teknologi internet. Jumlah pengguna aktif media sosial di Indonesia mencapai 160 juta dengan Instagram sebagai salah satu media sosial yang paling banyak digunakan. Keberagaman fitur yang ditawarkan menjadikan Instagram sebagai alternatif media pemasaran yang kuat. Shopatvelvet sebagai fashion brand wanita berbasis daring di Indonesia menggunakan Instagram sebagai satu-satunya alat untuk menggiatkan aktivitas pemasarannya. Tujuan dari penelitian ini adalah untuk mengukur seberapa kuat pengaruh pemasaran media sosial Instagram terhadap minat beli produk Shopatvelvet. Penelitian ini menerapkan Teori Social Impact, menggunakan metode kuantitatif eksplanatif. Populasi penelitian merupakan followers dari akun Instagram Shopatvelvet yang berjumlah 267.000. Teknik penarikan sampel yakni non-probability sampling dengan pendekatan purposive sampling menggunakan perhitungan rumus Slovin dengan tingkat kesalahan 10% sehingga menghasilkan jumlah sampel sebanyak 100 responden. Instrumen penelitian merupakan turunan dari dimensi variabel pemasaran media sosial dan minat beli yang menghasilkan 24 butir pernyataan lalu disebar dalam bentuk kuesioner. Teknik analisis data menggunakan uji regresi linear sederhana untuk mengukur seberapa besar pengaruh pemasaran media sosial Instagram terhadap minat beli produk Shopatvelvet. Hasil penelitian menunjukkan pengaruh sebesar 47.8%. Penelitian selanjutnya diharapkan dapat mengkaji hingga tahap pembelian./The emergence of social media is the result of internet development. The number of active social media user in Indonesia reaches 160 million with Instagram as one of the most widely-used social media. The variety of features offered makes Instagram considered as a powerful marketing tool alternative. Shopatvelvet as an Indonesia’s online women fashion brand uses Instagram as its sole media to conduct marketing activities. The purpose of this study is to measure the influence of Instagram social media marketing on purchase intention towards Shopavelvet’s product. This research applied Social Impact Theory using quantitative explanatory method. The population of this research was 267.000 followers of Shopatvelvet’s Instagram account. Sampling technique used was non-probability sampling with purposive sampling approach using Slovin formula with 10% margin of error then yielded 100 respondents. Research instruments was derived from dimensions of social media marketing and purchase intention variables, generating 24 statements distributed in questionnaires. Data analysis technique used was linear regression to measure Instagram social media marketing’s influence on purchase intention towards Shopatvelvet’s product. The result showed 47.8%. Future research is expected to elaborate until the actual purchase stage.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Arintami, Widaswari NadiraNIM01045170036widaswari@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorStefany, StellaNIDN0312088604UNSPECIFIED
Uncontrolled Keywords: social media marketing; purchase intention; shopatvelvet; social impact theory
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 11417 not found.
Date Deposited: 30 Jun 2021 08:58
Last Modified: 23 Feb 2022 04:16
URI: http://repository.uph.edu/id/eprint/40174

Actions (login required)

View Item View Item