eprintid: 50465
rev_number: 18
eprint_status: archive
userid: 17316
dir: disk0/00/05/04/65
datestamp: 2025-07-03 02:48:06
lastmod: 2025-07-08 02:49:20
status_changed: 2025-07-08 02:49:20
type: thesis
metadata_visibility: show
creators_name: HUDHANIAH, NURUL
creators_id: 4441210074
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: SULAENI, SULAENI
contributors_name: BUDIAWATI, YENI
contributors_id: 196901312001121001
contributors_id: 198101272014042001
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS PERTANIAN
corp_creators: JURUSAN AGRIBISNIS
title: PENGARUH PEMASARAN TROPICANA SLIM MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN
ispublished: pub
subjects: S1
divisions: FAPERTA
divisions: Agri
full_text_status: restricted
keywords: instagram, purchase decision, social media marketing.
note: Media sosial merupakan salah satu strategi pemasaran yang diterapkan oleh Tropicana Slim. Di antara berbagai platform yang ada, Instagram merupakan salah satu yang paling sering digunakan oleh para pelaku bisnis untuk melakukan promosi. Produk yang dipublikasikan melalui platform ini dapat mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran media sosial melalui Instagram terhadap keputusan pembelian produk Tropicana Slim. Metode penelitian yang digunakan adalah penelitian deskriptif kuantitatif dengan teknik pengambilan sampel non-probability sampling. Teknik analisis data menggunakan regresi linier berganda untuk menguji hipotesis melalui uji-t (parsial) dan uji F (simultan) terhadap variabel-variabel yang diteliti. Hasil uji-t secara parsial menunjukkan bahwa variabel entertainment (X1) tidak berpengaruh signifikan dengan nilai t hitung 1,045 < t tabel 1,985; customization (X2) tidak berpengaruh signifikan dengan nilai t hitung 0,868 < t tabel 1,985; dan interaksi (X3) juga tidak berpengaruh signifikan dengan nilai t hitung 0,507 < t tabel 1,985. Sementara itu, eWOM (X4) berpengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 2,558 > t tabel 1,985; begitu juga dengan trendiness (X5) yang menunjukkan pengaruh yang signifikan dengan nilai t hitung sebesar 4,166 > t tabel 1,985. Hasil uji F secara simultan menunjukkan bahwa kelima variabel - hiburan (X1), kustomisasi (X2), interaksi (X3), eWOM (X4), dan trendiness (X5) - secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian, yang dibuktikan dengan nilai F hitung sebesar 24,935 > F tabel 2,47.
abstract: 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
date_type: published
pages: 112
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: AGRIBISNIS
thesis_type: sarjana
thesis_name: sarjana
citation:   HUDHANIAH, NURUL  (2025) PENGARUH PEMASARAN TROPICANA SLIM MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/50465/1/Nurul%20Hudhaniah_4441210074_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/50465/2/Nurul%20Hudhaniah_4441210074_01.pdf
document_url: https://eprints.untirta.ac.id/50465/3/Nurul%20Hudhaniah_4441210074_02.pdf
document_url: https://eprints.untirta.ac.id/50465/4/Nurul%20Hudhaniah_4441210074_03.pdf
document_url: https://eprints.untirta.ac.id/50465/5/Nurul%20Hudhaniah_4441210074_04.pdf
document_url: https://eprints.untirta.ac.id/50465/6/Nurul%20Hudhaniah_4441210074_05.pdf
document_url: https://eprints.untirta.ac.id/50465/7/Nurul%20Hudhaniah_4441210074_Ref.pdf
document_url: https://eprints.untirta.ac.id/50465/8/Nurul%20Hudhaniah_4441210074_Lamp.pdf