Musyayadah, Shafira Putri Nur (2025) PERAN INFLUENCER MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENDORONG KEPUTUSAN PEMBELIAN PRODUK MUSTIKA RATU PADA KALANGAN GEN Z. D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this final project is to examine the role of influencers, particularly the finalist of Puteri Indonesia, ini promoting Mustika Ratu products through Instagram and to analyze their impact on purchase decisions among Generation Z. This study is based on the growing importance of social media as as effective digital marketing tool, espevially among younger audiences who are highly active on platforms such as Instagram. The method used in this study is descriptive quantitative. The data collected consists of primary data obtained through questionnaires distributed to 102 Generation Z respondents, as well as secondary data gathered from documentation, observations during the internship, and interviews wth internal staff off PT Mustika Tbk. The data were analyzed using simple linear regression with the help of Microsoft Excel. The results of this study indicate that influencers have positive impact on purchase decisions. Indicators such as trust, attractiveness, and influencer experience contribute to increasing consumer interest, building confidence, adan encouraging repeat purchase. Thus, Instagram-based promotions involving influencers are proven effective in reaching Gen Z as the main target market for Mustika Ratu
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tujuan tugas akhir ini adalah untuk mengetahui peran influencer Puteri Indonesia melalui media sosial Instagram dalam mempromosikan produk Mustika Ratu dan dampaknya terhadap keputusan pembelian pada kalangan Gen Z. Latar belakang penelitian ini didasarkan pada pesatnya perkembangan media sosil sebagai media pemasaran digita yang sangat efektif, khususnya di kalangan generasi muda yang aktif di platform seperti Instagram. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif. Jenis data yang dikumpulkan terdiri dari data primer yang diperoleh melaui penyebaran kuesioner kepada 102 responden dari kalangan Gen Z, serta data sekunder yang diperoleh dari dokumentasi, observasi selama magang, dan wawancara dengan pihak internal PT Mustika Ratu Tbk. Analisis data dilakukan menggunakan regresi linear sederhana dengan bantuan Microsoft Excel. Hasil tugas akhir ini menunjukkan bahwa influencer memiliki pengaruh positif terhadap keputusan pembelian produk Mustika Ratu. Indikator seperti kepercayaan, daya Tarik, dan pengalaman influencer berkontribusi dalam membentuk minat, meningkatkan keyakinan konsumen, dan mendorong pembelian ulang. Dengan demikian, promosi melalui media sosial Instagram yang melibatkan influencer terbukti efektif dalam menjangkau Gen Z sebagai target pasar utama Mustika Ratu. | |||||||||
| Uncontrolled Keywords: | Influencer, Instagram, Purchase Decision, Gen Z, Mustika Ratu Influencer, Instagam, Keputusan Pembelian, Gen Z, Mustika Ratu | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Shafira Putri Nur Musyayadah | |||||||||
| Date Deposited: | 15 Aug 2025 01:27 | |||||||||
| Last Modified: | 15 Aug 2025 01:27 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53982 |
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