KAHFI NURAZIZI, MUHAMAD (2024) PENGARUH KONTEN AKUN INSTAGRAM @KATALOGPROMOSI TERHADAP MINAT BELI FOLLOWERS PADA PRODUK MCDONALD’S. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The development of information technology has made social media, such as Instagram, a popular platform that influences consumer purchase intentions. The @katalogpromosi account is an example that frequently promotes products, including McDonald's, prior to the recent boycott. This study focuses on the influence of the account’s content on its followers’ purchase intention towards McDonald’s products, using individual differences theory to understand the variation in consumer responses. This research employs a quantitative approach, and the study is explanatory in nature. The influence of @katalogpromosi Instagram content on followers’ purchase intention for McDonald’s products is highly significant. Through content designed with attention to visual quality, strong narration, post popularity, and alignment with individual preferences, this account is able to create strong appeal and drive purchase decisions. Psychological factors, with a rate of 91%, indicate that @katalogpromosi content enhances followers’ mood and buying drive, strengthening McDonald's image. The cognitive factor, also at 91%, signifies that the content is perceived as accurate, honest, and useful, impacting purchase decisions. A lifestyle factor at 90% indicates that the content is relevant to followers' activities and effectively increases purchase interest in McDonald’s.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Perkembangan teknologi informasi telah membuat media sosial, seperti Instagram, menjadi platform populer yang memengaruhi minat beli konsumen. Akun @katalogpromosi adalah contoh yang sering mempromosikan produk, termasuk McDonald''s, sebelum adanya pemboikotan. Penelitian ini fokus pada pengaruh konten akun tersebut terhadap minat beli pengikutnya terhadap produk McDonald''s, dengan menggunakan Teori Perbedaan Individu untuk memahami variasi respon konsumen. Penelitian ini menggunakan pendekatan kuantitatif, dan sifat penelitian ini adalah eksplanatif. Pengaruh konten Instagram @Katalogpromosi terhadap minat beli followers produk McDonald''s sangat signifikan. Melalui konten yang dirancang dengan mempertimbangkan kualitas visual, narasi yang kuat, popularitas unggahan, dan kesesuaian dengan preferensi individu, akun ini mampu menciptakan daya tarik yang kuat dan mendorong keputusan pembelian. Faktor psikologis dengan presentase 91% menunjukkan konten @katalogpromosi mampu meningkatkan mood dan dorongan beli followers, memperkuat citra McDonald''s. Faktor pemikiran dengan persentase 91% menandakan konten dinilai akurat, jujur, dan bermanfaat, memengaruhi keputusan pembelian. Faktor gaya hidup sebesar 90% menunjukkan konten relevan dengan aktivitas followers, efektif meningkatkan minat beli McDonald''s. | |||||||||
| Uncontrolled Keywords: | Instagram Account, Purchase Intention Akun Instagram, 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: | Muhamad Kahfi Nurazizi | |||||||||
| Date Deposited: | 04 Mar 2025 02:28 | |||||||||
| Last Modified: | 04 Mar 2025 02:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47445 |
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