relation: https://eprints.untirta.ac.id/50465/
title: PENGARUH PEMASARAN TROPICANA SLIM MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN
creator: HUDHANIAH, NURUL
subject: S Agriculture (General)
description: Social media is one of the marketing strategies implemented by Tropicana Slim. Among the various platforms available, Instagram is one of the most frequently used by businesses to conduct promotions. Products published through this platform can influence consumer purchasing decisions. This study aimed to determine the effect of social media marketing through Instagram on purchasing decisions for Tropicana Slim products. The research method used was quantitative descriptive research with non-probability sampling techniques. The data analysis technique employed multiple linear regression to test the hypothesis through the t-test (partial) and F-test (simultaneous) on the variables studied. The partial t-test results showed that the entertainment variable (X1) had no significant effect with a calculated t value of 1,045 < t table 1,985; customisation (X2) had no significant effect with a calculated t value of 0,868 < t table 1,985; and interaction (X3) also had no significant effect with a calculated t value of 0,507 < t table 1,985. Meanwhile, eWOM (X4) had a significant effect on purchasing decisions with a calculated t value of 2,558 > t table 1,985; likewise, trendiness (X5) showed a significant effect with a calculated t value of 4,166 > t table 1,985. The results of the F-test simultaneously showed that the five variables entertainment (X1), customisation (X2), interaction (X3), eWOM (X4), and trendiness (X5) together had a positive and significant effect on purchasing decisions, as evidenced by the F count value of 24,935 > F table 2,47.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/50465/1/Nurul%20Hudhaniah_4441210074_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50465/2/Nurul%20Hudhaniah_4441210074_01.pdf
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identifier: https://eprints.untirta.ac.id/50465/3/Nurul%20Hudhaniah_4441210074_02.pdf
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identifier: https://eprints.untirta.ac.id/50465/4/Nurul%20Hudhaniah_4441210074_03.pdf
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identifier: https://eprints.untirta.ac.id/50465/5/Nurul%20Hudhaniah_4441210074_04.pdf
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identifier: https://eprints.untirta.ac.id/50465/6/Nurul%20Hudhaniah_4441210074_05.pdf
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identifier: https://eprints.untirta.ac.id/50465/7/Nurul%20Hudhaniah_4441210074_Ref.pdf
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language: id
identifier: https://eprints.untirta.ac.id/50465/8/Nurul%20Hudhaniah_4441210074_Lamp.pdf
identifier:   HUDHANIAH, NURUL  (2025) PENGARUH PEMASARAN TROPICANA SLIM MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.