RENINDA, AJENG ZAHRA RIEZKY (2023) PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN DIET SEHAT (Survei pada Followers Instagram @yellowfitkitchen). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

ABSTRACT Ajeng Zahra Riezky Reninda. NIM. 6662180060. Thesis. The Effect of Promotion the Social Media of Instagram on Purchase Decision of Healthy Diet Food Product (Survey on Instagram Followers @yellowfitkitchen). Advisor I: Burhanudin, S.E., M.Si. and Advisor II: Ronny Yudhi Septa Priana, M.Si. Yellow Fit Kitchen is a healthy diet catering company established in 2017. Yellow Fit Kitchen is currently utilizing social media as a medium for promotion after experiencing problems with the company. The company's conventional sales and operational system, mistakes in determining the target market, and lack of education to potential buyers made Yellow Fit Kitchen's sales a failure because the products did not sell at all. Based on these problems, this study aims to determine the value of Yellow Fit Kitchen Instagram social media promotion, the enormity of the value of purchasing decisions for Yellow Fit Kitchen healthy diet food products, and the enormity of the influence of Instagram social media promotion on purchasing decisions for Yellow Fit Kitchen healthy diet food products. This research uses stimulus – response theory. Stimulus – response theory describes a simple action-reaction process. This research uses a quantitative approach with an explanatory survey method. The population and sample in this study are Instagram followers @yellowfitkitchen totaling 100 people with a minimum age of 21 years and have purchased Yellow Fit Kitchen healthy diet food products at least once. The results of this study indicate that variable X produces a percentage of 88.2% and variable Y produces a percentage of 88.3%, so that both variables fall into the "Very Good" criteria. In addition, Instagram social media promotion has an influence on purchasing decisions by 54.4%, while the other 45.6% is influenced by other factors outside this study. Keywords: Promotion, Social Media, Instagram, Purchase Decision, Stimulus - Response Theory

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor MUJTABA, BURHANUDIN 197504052008121001 Thesis advisor PRIANA, RONNY YUDHI SEPTA 198009242014041001
Additional Information:	ABSTRAK Ajeng Zahra Riezky Reninda. NIM. 6662180060. Skripsi. Pengaruh Promosi Media Sosial Instagram Terhadap Keputusan Pembelian Produk Makanan Diet Sehat (Survei pada Followers Instagram @yellowfitkitchen). Pembimbing I: Burhanudin, S.E., M.Si. dan Pembimbing II: Ronny Yudhi Septa Priana, M.Si. Yellow Fit Kitchen merupakan perusahaan katering diet sehat yang berdiri pada tahun 2017. Saat ini Yellow Fit Kitchen memanfaatkan media sosial sebagai media untuk promosi setelah mengalami kendala pada perusahaannya. Sistem penjualan dan operasional yang awalnya masih bersifat konvensional, kesalahan dalam menentukan target pasar, serta kurangnya edukasi kepada calon pembeli membuat penjualan pada Yellow Fit Kitchen terbilang gagal karena produk sama sekali tidak laku. Berdasarkan permasalahan tersebut, penelitian ini memiliki tujuan untuk mengetahui besarnya nilai promosi media sosial Instagram Yellow Fit Kitchen, besarnya nilai keputusan pembelian produk makanan diet sehat Yellow Fit Kitchen, dan besarnya pengaruh promosi media sosial Instagram terhadap keputusan pembelian produk makanan diet sehat Yellow Fit Kitchen. Penelitian ini menggunakan teori stimulus – respons. Teori stimulus – respons menggambarkan suatu proses aksi-reaksi yang sederhana. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei eksplanatif. Populasi dan sampel pada penelitian ini adalah followers Instagram @yellowfitkitchen berjumlah 100 orang dengan usia minimal 21 tahun dan pernah melakukan pembelian produk makanan diet sehat Yellow Fit Kitchen minimal satu kali. Hasil penelitian ini menunjukkan bahwa pada variabel X menghasilkan presentase sebesar 88,2% dan variabel Y menghasilkan presentase sebesar 88,3%, sehingga kedua variabel masuk ke dalam kriteria “Sangat Baik”. Selain itu, promosi media sosial Instagram memiliki pengaruh terhadap keputusan pembelian sebesar 54,4%, sedangkan 45,6% lainnya di pengaruhi oleh faktor lain di luar penelitian ini. Kata Kunci: Promosi, Media Sosial, Instagram, Keputusan Pembelian, Teori Stimulus – Respons
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Mrs Ajeng Zahra Riezky Reninda
Date Deposited:	02 Feb 2023 15:42
Last Modified:	02 Feb 2023 15:42
URI:	http://eprints.untirta.ac.id/id/eprint/20773

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