Sundaya, Arsyan Hashfi (2025) PENGARUH MEDIA INSTAGRAM TERHADAP PEMASARAN PRODUK SATE BANDENG (Studi Kasus UMKM Sate Bandeng Ibu Amenah Di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to analyze the influence of Instagram on the marketing of Sate Bandeng Ibu Amenah, a traditional culinary MSME in Serang City. The study is based on the importance of social media as an effective and low-cost digital marketing strategy for MSMEs. A quantitative descriptive method was employed, with data collected through an online questionnaire from 92 respondents who follow the Instagram account @sate_bandeng_ibu_amenah and had purchased the product online. Multiple linear regression analysis was applied to examine the effects of empathy, persuasion, impact, and communication on sales growth. The results reveal that only empathy significantly influences sales, while persuasion, impact, and communication show no significant effect. These findings suggest that empathy-driven marketing strategies, such as storytelling, customer testimonials, and integrating local cultural values, are more effective in encouraging consumer purchasing decisions compared to persuasive or purely informative content. Therefore, MSME practitioners are encouraged to focus on empathy-based digital marketing approaches to build stronger emotional connections with consumers through Instagram.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh media Instagram terhadap pemasaran produk Sate Bandeng Ibu Amenah, salah satu UMKM kuliner khas di Kota Serang. Latar belakang penelitian didasarkan pada pentingnya pemanfaatan media sosial sebagai strategi pemasaran digital yang efektif dan berbiaya rendah bagi UMKM. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Data dikumpulkan melalui kuesioner online kepada 92 responden yang merupakan pengikut akun Instagram @sate_bandeng_ibu_amenah dan telah melakukan pembelian secara online. Analisis data dilakukan menggunakan regresi linier berganda untuk mengukur pengaruh variabel empati, persuasi, dampak, dan komunikasi terhadap peningkatan penjualan. Hasil penelitian menunjukkan bahwa dari keempat variabel tersebut, hanya empati yang berpengaruh signifikan terhadap peningkatan penjualan, sedangkan persuasi, dampak, dan komunikasi tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa strategi pemasaran berbasis empati, seperti penggunaan storytelling, testimoni pelanggan, dan penguatan nilai budaya lokal, lebih efektif dalam mendorong keputusan pembelian konsumen. Oleh karena itu, disarankan agar pelaku UMKM lebih menekankan konten yang mampu membangun kedekatan emosional dengan konsumen dalam strategi pemasaran digital melalui Instagram. | |||||||||
| Uncontrolled Keywords: | Empathy, Persuasion, Impact, Communication, Instagram, Sales Growth Empati, Persuasi, Dampak, Komunikasi, Instagram, Peningkatan Penjualan | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mr Arsyan Hashfi Sundaya HAS | |||||||||
| Date Deposited: | 25 Sep 2025 03:56 | |||||||||
| Last Modified: | 25 Sep 2025 03:56 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54939 |
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