Citrifolia Utomo, Alysa (2023) Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Pada A Box of Vegetables. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Social media marketing is one of the marketing strategies carried out by A Box of Vegetables. Instagram is a platform that is widely used as a media promotion by businesses. Products that have been uploaded are able to persuade consumer purchase decision. The problem in this research is whether social media marketing Instagram is influential on purchase decisions and the social media marketing dimensions are the most influential on purchase decisions. The method used in this study is desctiptive quantitative. Data sources are primary and secondary data. Data collection techniques on this study are questionnaires. The population in the study was 2328 and the samples used in the study were 96 respondents taken from consumers a box of vegetables. Techniques of data analysis and hypothesis testing used multiple linear regressions. Independent variable (X) is social media marketing consisting of entertaintment, customisation, Interaction, eWOM, and trendiness. Dependent variable (Y) is the purchase decision. The result indicated that social media marketing have a significant influence on purchase decision. Partially, entertainment and trendiness have a significant impact on purchase decision, meanwhile interaction, customisation and eWOM does not have a significant influence on purchase decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif, pendekatan pengambilan sampel adalah non probability sampling dengan teknik purposif. Lokasi penelitian ini di DKI Jakarta. Populasi pada penelitian ini terdiri dari 2328 dan sampel yang digunakan sebanyak 96 responden yang merupakan konsumen a box of vegetables. Teknik analisa yang digunakan dalam penelitian ini adalah regresi linear berganda. Dari hasil penelitian ini dapat diketahui bahwa konsumen A Box of Vegetablessecara mayoritas merupakan perempuan yang berada pada rentang usia 20 – 30 tahun, dengan sebagian besar pekerjaan adalah mahasiswa dan pegawai swasta. Mayoritas responden memiliki pendapatan perbulan sebesar Rp. 3.000.000 – 5.000.000 dan berdomisili di Jakarta Selatan. Mayoritas responden mengetahui A Box of Vegetables melalui Instagram dan sudah pernah melalukan pembelian di A Box of Vegetables. Hasil analisis menunjukkan bahwa terdapat pengaruh social media marketing yang terdiri dari entertaintment, customisation, interaction, eWOM, dan trendiness terhadap keputusan pembelian pada a box of vegetables sebesar 64,4% dan 35,6% lainnya dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini. Secara parsial variabel entertainment dan trendiness memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelain, sedangkan variabel customisation, interaction, dan eWOM memiliki pengaruh yang positif namun tidak signifikan terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | A Box of Vegetables, Instagram, Purchase Decision, Social Media Marketing | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian > 54201-Program Studi Agribisnis 04-Fakultas Pertanian |
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| Depositing User: | Alysa Citrifolia Utomo | |||||||||
| Date Deposited: | 02 Nov 2023 09:56 | |||||||||
| Last Modified: | 02 Nov 2023 09:56 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27258 |
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