ARDIAN, WISNU (2023) PENGARUH TERPAAN INTERACTIVE MARKETING DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN PRODUK KOPI PADA CARIOS CAFE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYA.
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Abstract
The development of massive communication in the era of digital development has positive and negative impacts in its implementation. Filtration of impacts affecting the development of information and communication is needed as one of the anticipatory steps. The use of interactive content through digital platforms is not only used as a new communication medium for social activities, but also for politics, news channels, marketing and so on. One of the uses of interactive marketing content is carried out by Carios Café to increase consumer buying interest. The aims of this study are: 1) To find out interactive marketing on Instagram media social consumers' buying interest at Carios Café; 2) to find out how much influence interactive marketing has on consumers' buying interest in Carios Café. The theory in this study uses the theory of Integrated Marketing Communication. This theory examines planning and development processes systematically to determine the most effective and consistent messages. The method used in this research is descriptive method with a quantitative approach. The results showed that the interactive marketing channeled by Carios Cafe had a fairly good quality with an average percentage of 59.47% of questionnaire answers. Furthermore, consumer buying interest at Carios Cafe has an index that is categorized as good with an average percentage of questionnaire answers of 77.40%. Partial hypothesis testing shows that there is an influence between interactive marketing on consumer buying interest. The results of the calculation of the hypothesis test show that the results of the t test obtained a t_count value of 15.678 at a significant level of 0.05 with degrees of freedom (dk) = (n - k) = 97-1 = 96. It is proven that the t_count value (15.678) > t_table (1.661) ), it can be concluded that there is a positive and significant influence between interactive marketing variables on consumer buying interest at Carios cafe. Based on the research results, the researcher recommends Carios Cafe to be able to create programs that lead to good interactive marketing optimization in order to increase consumer buying interest.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Perkembangan komunikasi yang masiv di era perkembangan digital memiliki dampak positif dan negatif dalam implementasinya. Filtrasi atas dampak yang mempengaruhi perkembangan informasi dan komunikasi diperlukan sebagai salah satu langkah antisipasi. Penggunaan konten interaktif melalui platform digital tidak hanya dimanfaatkan sebagai media komunikasi baru untuk aktivitas sosial, melainkan juga politik, saluran berita, marketing dan lain sebagainya. Salah satu pemanfaatan konten interaktif marketing dijalankan oleh Carios café untuk meningkatkan minat beli konsumen. Tujuan dari penelitian ini yaitu: 1) Untuk mengetahui interactive marketing di media sosial Instagram terhadap minat beli konsumen Carios Café; 2) untuk mengetahui seberapa besar pengaruh interactive marketing di media social Instagram terhadap minat beli konsumen Carios Café. Teori dalam penelitian ini memakai teori Integrated Marketing Communication. Teori ini menelaah proses perencanaan dan pengembangan secara sistematis untuk menentukan pesan yang paling efektif dan konsisten. Metode yang digunakan dalam penelitian ini ialah metode deskriptif dengan pendekatan kuantitatif. Hasil penelitian menunjukkan bahwa interactive marketing yang disalurkan oleh Carios Cafe memiliki kualitas yang cukup baik dengan prosentase rata-rata jawaban kuesioner sebesar 59,47%. Selanjutnya, minat beli konsumen di Carios Cafe memiliki indeks yang dikategorikan baik dengan prosentase jawaban kuesioner rata-rata sebesar 77,40%. Pengujian hipotesis secara parsial menunjukan adanya pengaruh antara interactive marketing terhadap minat beli konsumen. Hasil perhitungan uji hipotesis diketahui bahwa hasil uji t diperoleh nilai t!"#$%& sebesar 15,678 pada taraf nyata 0,05 dengan derajat kebebasan (dk) = (n - k ) = 97-1 = 96. Terbukti bahwa nilai t!"#$%& (15,678) > t#'()* (1,661), maka dapat disimpulkan bahwa terdapat pengaruh yang positif dan signifikan antara variabel interactive marketing terhadap minat beli konsumen di Carios cafe. Berdasarkan pada hasil riset, maka Peneliti merekomendasikan Carios Cafe untuk dapat membuat program yang mengarahkan pada optimalisasi interactive marketing yang baik guna meningkatkan minat beli konsumen. | |||||||||
| Uncontrolled Keywords: | Interactive Marketing and Purchase Intention Interactive Marketing dan Minat Beli | |||||||||
| 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: | Wisnu Ardian Ardian | |||||||||
| Date Deposited: | 05 Jun 2024 14:13 | |||||||||
| Last Modified: | 05 Jun 2024 14:13 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35766 |
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