Hana Kamila, Alya (2023) PENGARUH KONTEN INSTAGRAM @FLHAUS.INDONESIA TERHADAP KEPUTUSAN KONSUMEN MEMILIH LEMBAGA KURSUS BAHASA INGGRIS. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The phenomenon of the Covid-19 pandemic has harmed many English language course institutions in Indonesia in the form of reduced number of students because the pandemic has disabled the face-to-face learning process. This phenomenon requires course institutions to be able to change their marketing communication strategy towards social media. FL Haus uses Instagram to publish content to increase consumer decisions with the account @flhaus.indonesia. The purposes of this study were (1) to find out how much consumers evaluate the content of Instagram @flhaus.indonesia, (2) to find out how much consumer decisions FL Haus has, and (3) to find out how much influence Instagram content @flhaus.indonesia has on consumers’ decision. The theories used are the theory of Attractive External Factors by Rakhmat (2018) and the 5A Customer Path theory by Kotler (2019). The research approach is quantitative with a survey method and the sample of 119 respondents. The process of data analysis using simple regression analysis. The results of the study show that Instagram content has a significant effect on purchasing decisions by 26.6%. The regression coefficient X of 0.59 means that for every 1% addition of the Instagram Content value, the Consumer Decision value increases by 0.59. The researcher suggests FL Haus to encourage consumers to want to recommend FL Haus to other people because these indicators (Advocates) are lacking or not approved by more than 40% of the respondents, and for related practitioners to utilize Instagram content to increase consumer decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Fenomena pandemi Covid-19 merugikan banyak lembaga kursus bahasa Inggris di Indonesia berupa berkurangnya jumlah murid karena pandemi menonaktifkan proses pembelajaran tatap muka. Fenomena ini mengharuskan lembaga kursus untuk dapat mengubah strategi komunikasi pemasarannya menuju media sosial. FL Haus memanfaatkan Instagram untuk mempublikasikan konten demi meningkatkan keputusan konsumen dengan akun @flhaus.indonesia. Tujuan penelitian ini adalah (1) untuk mengetahui seberapa besar penilaian konsumen terhadap konten instagram @flhaus.indonesia, (2) untuk mengetahui seberapa besar keputusan konsumen FL Haus, dan (3) untuk mengetahui seberapa besar pengaruh konten Instagram @flhaus.indonesia terhadap keputusan konsumen. Teori yang digunakan yaitu teori Faktor Eksternal Penarik Perhatian oleh Rakhmat (2018) dan teori Jalur Pelanggan 5A oleh Kotler (2019). Pendekatan penelitian yaitu kuantitatif dengan metode survei serta sampel sebanyak 119 responden. Proses analisis data menggunakan analisis regresi sederhana. Hasil penelitian menunjukan Konten Instagram berpengaruh signifikan terhadap Keputusan Pembelian sebesar 26,6%. Koefisien regresi X sebesar 0,59 berarti bahwa setiap penambahan 1% nilai Konten Instagram, maka nilai Keputusan Konsumen bertambah sebesar 0,59. Peneliti menyarankan kepada FL Haus untuk mendorong konsumen agar mau merekomendasikan FL Haus pada orang lain karena indikator tersebut (Advocate) kurang atau tidak disetujui oleh lebih dari 40% responden, dan pada para praktisi terkait untuk memanfaatkan konten instagram untuk meningkatkan keputusan konsumen. | |||||||||
| Uncontrolled Keywords: | New Media, Instagram Content, Consumer Decision New Media, Konten Instagram, Keputusan Konsumen | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Alya Hana Kamila | |||||||||
| Date Deposited: | 22 Dec 2023 14:27 | |||||||||
| Last Modified: | 22 Dec 2023 14:27 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31655 |
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