Hubungan frekuensi terpaan konten instagram @syca.official dengan keputusan pembelian followers terhadap syca lip tint

Rusdiana, Evelyn (2023) Hubungan frekuensi terpaan konten instagram @syca.official dengan keputusan pembelian followers terhadap syca lip tint. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era ini, mempromosikan bisnis melalui media sosial Instagram dinilai efektif. Salah satu usaha startup asal Indonesia, PT. Syca Kreasi Indonesia menggunakan Instagram untuk melakukan promosi pemasaran sejak awal mendirikan merek Syca. Dengan demikian, followers akun Instagram Syca (@syca.official) dapat menerima pesan komunikasi tentang produk Syca. Akibat menggunakan Instagram sebagai media komunikasi pemasaran, Syca berhasil menjual ribuan produk Syca Lip Tint dan menjadi satu-satunya startup di industri preparat makeup yang mendapat tanaman modal dari Salt Ventures Capital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survey korelasional. Hal ini bertujuan untuk memberikan penjelasan mengenai ada atau tidaknya hubungan antara frekuensi terpaan konten akun Instagram @syca.official dengan keputusan pembelian followers terhadap Syca Lip Tint menggunakan teori S-O-R (stimulus-organism-response). Pengumpulan data dilakukan dengan data primer melalui kuesioner, serta data sekunder melalui buku, jurnal, dan berita terkait masalah penelitian. Data primer yang dikumpulkan diolah menggunakan teknik analisis data Chi Square menggunakan perangkat software IBM SPSS Statistics 26. Hasil analisis data menunjukkan bahwa terdapat korelasi antara frekuensi terpaan konten akun Instagram @syca.official dengan keputusan pembelian followers terhadap Syca Lip Tint. Korelasi tersebut dapat dilihat dari nilai Chi Square hitung lebih besar daripada Chi Square tabel (3,549>2,706) dan nilai signifikansi lebih kecil dari 0,1 (0,060<0,1). / In this era, promoting business through Instagram is considered effective. One of the Indonesia’s startup, PT. Syca Kreasi Indonesia has used Instagram to carry out marketing strategy since the day Syca was established. Thus, the followers of Syca Instagram account (@syca.official) can receive communication messages about Syca products. By using Instagram as marketing communication medium, Syca managed to sell thousands of Syca Lip Tint and become the only startup in beauty industry that produces makeup products that received investment from Salt Ventures Capital. This study uses quantitative approach with correlational survey research method which aims to provide explanation whether or not there is a relationship between the frequency of content exposure from @syca.official Instagram and followers' purchasing decisions for Syca Lip Tint using S-O-R (stimulus-organism-response) theory. Primary data was collected using questionnaires, meanwhile secondary data was collected through books, journals, and news website. The primary data was processed using Chi Square analysis method using IBM SPSS Statistics. Results of data analysis show there is a correlation between frequency of @syca.official Instagram content and followers' purchasing decisions for Syca Lip Tint. Correlation can be seen from Chi Square value that is greater than Chi Square table (3.549>2.706) and the significance value is less than 0.1 (0.060<0.1).

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