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PENGARUH PENGGUNAAN INSTAGRAM TERHADAP MINAT BELI PRODUK UMKM OTAK-OTAK BAKAR DI KECAMATAN SEPATAN TIMUR (Studi Kasus Otak-Otak Bakar Pak Slamet)

PRAYOGI, ADRIAN (2026) PENGARUH PENGGUNAAN INSTAGRAM TERHADAP MINAT BELI PRODUK UMKM OTAK-OTAK BAKAR DI KECAMATAN SEPATAN TIMUR (Studi Kasus Otak-Otak Bakar Pak Slamet). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to analyze the effect of Instagram usage on consumer purchase intention toward MSME grilled fish cake products (Otak-Otak Bakar) in East Sepatan District, Tangerang Regency, with a case study of Otak-Otak Bakar Pak Slamet. The research applies a quantitative approach using a survey method and multiple linear regression analysis. The independent variables consist of the 4C dimensions of social media marketing: context, communication, collaboration, and connection, while purchase intention serves as the dependent variable. Data were collected through questionnaires distributed to Instagram users who have an interest in the product. The results indicate that Instagram usage significantly influences consumer purchase intention. Simultaneously, the four dimensions of the 4C model show a positive and significant effect on purchase intention. Partially, certain dimensions demonstrate a more dominant influence in shaping consumer buying interest. These findings suggest that optimizing social media marketing strategies through relevant content, interactive communication, collaborative engagement, and long-term relationship building can enhance the competitiveness of local culinary MSMEs in semi-urban areas.

Item Type: Thesis (S1)
Contributors:
ContributionContributorsNIP/NIM
Thesis advisorPANCAWATI, JUWARIN197502142003122001
Thesis advisorSETIAWAN, JOHAN196802122002121002
Additional Information: Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan Instagram terhadap minat beli konsumen pada produk UMKM otak-otak bakar di Kecamatan Sepatan Timur, Kabupaten Tangerang, dengan studi kasus pada Otak-Otak Bakar Pak Slamet. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan analisis regresi linear berganda. Variabel independen terdiri dari dimensi 4C dalam pemasaran media sosial, yaitu context (konteks), communication (komunikasi), collaboration (kolaborasi), dan connection (koneksi), sedangkan minat beli sebagai variabel dependen. Data dikumpulkan melalui kuesioner yang disebarkan kepada pengguna Instagram yang memiliki ketertarikan terhadap produk tersebut. Hasil penelitian menunjukkan bahwa penggunaan Instagram berpengaruh signifikan terhadap minat beli konsumen. Secara simultan, keempat dimensi model 4C memberikan pengaruh positif dan signifikan terhadap minat beli. Secara parsial, beberapa dimensi menunjukkan pengaruh yang lebih dominan dalam membentuk minat beli konsumen. Temuan ini menunjukkan bahwa optimalisasi strategi pemasaran media sosial melalui konten yang relevan, komunikasi yang interaktif, keterlibatan kolaboratif, serta pembangunan hubungan jangka panjang dapat meningkatkan daya saing UMKM kuliner lokal di wilayah semi-perkotaan.
Subjects: S Agriculture > S Agriculture (General)
Divisions: 04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User: Mr Adrian Prayogi
Date Deposited: 09 Mar 2026 02:05
Last Modified: 09 Mar 2026 02:05
URI: http://eprints.untirta.ac.id/id/eprint/58928

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