Pengaruh efektivitas content marketing Instagram @mgdalenaf terhadap keputusan pembelian makanan dan minuman pada masa pandemi Covid-19 = The effectiveness of content marketing Instagram @mgdalenaf on food and beverage purchase decisions during the Covid-19 pandemic

Hasan, Anggadha Sagita (2022) Pengaruh efektivitas content marketing Instagram @mgdalenaf terhadap keputusan pembelian makanan dan minuman pada masa pandemi Covid-19 = The effectiveness of content marketing Instagram @mgdalenaf on food and beverage purchase decisions during the Covid-19 pandemic. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh efektivitas Content Marketing Instagram @mgdalenaf pada masa pandemi COVID-19 terhadap keputusan pembelian produk makanan dan minuman pada masa pandemi COVID-19. Metode penelitian yang akan dilakukan dalam penelitian ini menggunakan metode kuantitatif dan jenis penelitian yang akan dilakukan adalah penelitian asosiatif. Dalam penelitian ini, teknik sampling yang akan digunakan adalah non-probability sampling yaitu purposive sampling sebanyak 100 responden dengan menggunakan software SPSS 18. Hasil penelitian menunjukkan bahwa nilai signifikansi berada pada 0,000 yang berarti terdapat pengaruh signifikan efektivitas Content Marketing Instagram @mgdalenaf terhadap keputusan pembelian produk makanan dan minuman pada masa pandemi COVID-19. Sedangkan hasil uji koefisien determinasi sederhana pada variabel Y keputusan pembelian memiliki nilai R Square sebesar 0,414 atau 41,4 % yang berarti variabel X (Efektivitas Content Marketing) memiliki pengaruh sebesar 41,4 % terhadap keputusan pembelian. Pihak dari akun Instagram @mgdalenaf perlu memperluas dan memaksimalkan penggunaan sosial media guna mereview minat beli produk makanan dan minuman pada masa pandemi COVID-19 untuk satu atau lebih periode yang akan datang dan memperhatikan beberapa aspek dari konten pemasaran akan memberikan dampak positif dan akan meningkatkan tingkat kesadaran konsumen terhadap akun Instagram @mgdalenaf. / This study aims to determine the effect of the effectiveness of Content Marketing Instagram @mgdalenaf during the COVID-19 pandemic on purchasing decisions for food and beverage products during the COVID-19 pandemic. The research method to be carried out in this study uses quantitative methods and the type of research to be carried out is associative research. In this study, the sampling technique that will be used is non-probability sampling, namely purposive sampling of 100 respondents using SPSS 18 software. The results show that the significance value is at 0.000 which means that there is a significant influence on the effectiveness of Content Marketing Instagram @mgdalenaf on product purchasing decisions food and drink during the COVID-19 pandemic. While the results of the simple determination coefficient test on the Y variable purchasing decisions have an R Square value of 0.414 or 41.4% which means that the X variable (Content Marketing Effectiveness) has an influence of 41.4% on purchasing decisions. The Instagram account @mgdalenaf needs to expand and maximize the use of social media to review interest in buying food and beverage products during the COVID-19 pandemic for one or more periods to come and pay attention to several aspects of marketing content that will have a positive impact and will increase the level of consumer awareness of the @mgdalenaf Instagram account.

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