Salsabila, Berliana (2025) PENGARUH KOMUNIKASI PEMASARAN MELALUI SOSIAL MEDIA [email protected] MINAT BELI FOLLOWERS PADA KLINIK KECANTIKAN LONDON BEAUTY CENTER CABANG CILEGON. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to determine the influence of marketing communication through the instagram account @lbc.cilegon on the purchase intention of its followers at the London Beauty center (LBC) Cilegon Branch. This research uses a quantitative explanatory method with 300 respondents, selected using the Slovin formula. Data were collected through an online Likertscale questionnaire. Marketing communication was measured using for social media indicators (context, communication, collaboration, and connection), while purchase intention was assessed using transactiomal, referential, preferential, and exploratory indicators. Dara analysis included validity testing, simple linear regression, t-test, and the coefficient of determination. The result show that marketing communication via Instagram has a positive and significant influence on followers purchase intention. This indicates that message quality, interaction, and content on the @lbc.cilegon account play an important role in increasing consumer interest in skincare treatment services.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi pemasaran melalui media sosial instagram lbc.cilegon terhadap minat beli followers pada klinik London Beauty Center Cabang Cilegon.Penelitian ini menggunakan metode kuantitatif dengan pendekatan explanatory. Sampel penelitian berjumlah 100 responden, dipilih dari seluruh followers akun instagram @lbc.cilegon melalui teknik Slovin. Data dikumpulkan melalui angket online dengan skala Likert. Variabel komunikasi pemasaran diukur menggunakan empat indikator media sosial (context, communication, collaboration, dan connection), sedangkan minat beli diukur berdasarkan indikator minat transaksional, referensial, preferensial, dan eksplorstif. Analisi data meliputi uji validitas, realibilitas, normalitas, regresi linier sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa komunikasi pemasaran melalui instagram berpengaruh positif dan signifikan terhadap minat beli followers. Hal ini membuktikan bahwa kualitas pesan, interaksi, dan konten pada akun instagram LBC Cilegon berperan penting dalam meningkatkan minat konsumen terhadap layanan perawatan kulit. | ||||||
| Uncontrolled Keywords: | Marketing Communication, Instagram, Social Media, Purchadse Intention, London Beauty center. Komunikasi pemasaran, Instagram, Media Sosial, Minat Beli, London Beauty Center. | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| 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: | Berliana Salsa bila | ||||||
| Date Deposited: | 20 Nov 2025 02:14 | ||||||
| Last Modified: | 20 Nov 2025 02:14 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56205 |
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