Fadhilah, Tinasya and Yusanto, Yoki and Muldi, Ail (2022) PENGARUH CONTENT MARKETING BALENCIAGA DI INSTAGRAM TERHADAP MINAT BELI KONSUMEN. S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.

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Abstract

ABSTRAK TinasyaFadhilah. NIM. 6662170049. Skripsi. PengaruhContent Marketing Balenciaga Di InstagramTerhadapMinatBeliKonsumen. Pembimbing I: Dr. YokiYusanto., S.Sos., M.I.Kom dan Pembimbing II: Dr. Ail Muldi., M.Si. Persainganmarketing sebuahbrand di media sosialmembuatpemasarfokus pada kontenkreatif di media sosialkhususnya di Instagramuntukmeraihperhatiankonsumen. Penelitianinibertujuanuntukmengetahuiseberapabesarpengaruhcontent marketing Balenciaga di Instagram, denganindikatormenurut Gunelius, yaitu:content creation, content sharing, connecting, dan community buildinguntukmelihatminatbelikonsumen yang diukurmelaluiindikatormenurut Wijaya, yaitu:attention, interest, dan desire.Metode penelitian yang digunakan adalah kuantitatif dengan sifat penelitian deskriptif.Sampel yang digunakandalampenelitianiniadalahmasyarakatyang aktifmenggunakanInstagramdenganrentangusia 15 – 44 tahun, tertarikdenganfashion dan mengetahuisertapernahmelihatproduk Balenciaga di Instagram. Hasil daripenelitianmenunjukkanadanyakorelasiantaracontent marketing denganminatbelidenganhasilperhitungankorelasisebesar 0.542. Perhitungan koefisien determinasi menunjukkan bahwa pengaruh penggunaan content marketing Balenciaga sebesar 29.4% terhadapminatbelikonsumen. Sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Persamaanregresinyayaitu Y = 14.787 + 0.581X, yang artinyasemakintinggipengaruhcontent marketing Balenciaga di Instagrammakaakansemakintinggi pula skorminatbelikonsumen.Hasilpengujianuji hipotesisdenganmenggunakan uji tdiperolehnilaithitungsebesar6.387dengannilaittablesebesar 1.984 yang menujukkanbahwa H0 ditolak dan Haditerima. Kata Kunci: Content Marketing, MinatBeli, TeoriSocial Media Marketing.   ABSTRACT TinasyaFadhilah. NIM. 6662170049. Skripsi. PengaruhContent Marketing Balenciaga Di Instagram TerhadapMinatBeliKonsumen. Pembimbing I: Dr. YokiYusanto., S.Sos., M.I.Kom dan Pembimbing II: Dr. Ail Muldi., M.Si. Marketing competition of a brand on social media makes marketers focus on creative content on social media, especially on Instagram to grab the attention of consumers. The study aims to find out how much influence Balenciaga's content marketing has on Instagram, with indicators by Gunelius as content creation, content sharing, connecting, and community building to see consumers' buying interests as measured through attention, interest, and desire indicators by Wijaya. The method of research used is quantitative with descriptive research properties.The sample used in this study is active users of Instagram with an age range of 15-44 years, interested in fashion and knowing and having seen Balenciaga products on Instagram. The results of the study indicate that there is a correlation between content marketing and buying interest with a correlation calculation of 0.542.The calculation of the coefficient of determination shows that the effect of using Balenciaga content marketing is 29.4% on consumer buying interest. While the rest is influenced by other variables outside this research.The regression equation is Y = 14.787 + 0.581X, which means that the higher the influence of Balenciaga content marketing on Instagram, the higher the consumer buying interest score will be.The results of hypothesis testing using the t-test obtained a tcount value of 6387 with a ttable value of 1,984 which shows that H0 is rejected and Ha is accepted. Keywords: Content Marketing, Buying Interest, Social Media Marketing Theory

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