Pengaruh media sosial Instagram dan kualitas produk Dear Butter terhadap keputusan pembelian

Chelvi, Chelvi and Allysa, Allysa (2022) Pengaruh media sosial Instagram dan kualitas produk Dear Butter terhadap keputusan pembelian. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh media sosial Instagram dan Kualitas Produk Dear Butter terhadap Keputusan Pembelian. Penelitian ini menggunakan penelitian kuantitatif dengan analisis eksplanatif. Dalam penelitian ini populasinya merupakan pengikut Instagram Dear Butter. Teknik pengumpulan data dengan menyebarkan kuesioner berupa Google Form dengan jumlah sampel 132 responden Sampel diambil dengan mengumpulkan informasi yang diperlukan dengan teknik Purposive Sampling. Hasil dari penelitian diperoleh melalui program SPSS versi 28 untuk windows. Hasil penelitian ini menunjukkan bahwa media sosial Instagram dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Implikasi Manajerial bagi pihak manajemen hendaknya mempertahankan dan meningkatkan pemasaran media sosial pada Instagram serta meningkatkan quality control untuk mempertahankan kualitas produk. Implikasi Praktis, hasil penelitan ini berguna sebagai masukan bagi Dear Butter. Disarankan untuk berinovasi terhadap jenis makanan dan lebih banyak membuat konten sehingga konsumen lebih tertarik dan meningkatkan keputusan pembelian. / This study was conducted to determine the effect of Social Media Instagram and Dear Butter Product Quality on Purchase Decisions. This research uses quantitative research with explanative analysis. In this study, the population is Dear Butter Instagram followers. The data collection technique was by distributing a questionnaire in the form of Google Form with a sample of 132 respondents. The sample was taken by collecting the necessary information using the purposive sampling technique. The results obtained through the SPSS version 28 program for windows. The results of this study indicate social media Instagram and product quality has a positive and significant effect on purchasing decisions. Managerial implications for management should maintain and improve social media Instagram and improve quality control to maintain product quality. Practical Implications, the results of this research are useful as input for Dear Butter. It is recommended to innovate on the type of food and create more content so that consumers are more interested and improve purchasing decisions.

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