TIARA ANISSA, NADINDA (2024) PENGARUH PROMOSI ONLINE MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI PRODUK PT. OMID HEALTH STYLE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the influence of context, communication, collaboration, and connection in online promotion through Instagram on the purchase intention of PT. Omid Health Style's products. The sample size in this study was 50 respondents, who were Instagram followers of @omidhealthstyle, aged 17 and above, and had purchased the products. Data analysis techniques used multiple linear regression analysis. The analysis tool used was SPSS version 21. Based on multiple regression analysis, the results showed that only the context and collaboration variables had a positive effect on the purchase intention of Omid Health Style's products. The f-test results indicated that context, communication, collaboration, and connection together had a positive effect on the purchase intention of Omid Health Style's products. The t-test results showed that only the context variable had a significant effect on purchase intention partially, while the t-test results for the communication, collaboration, and connection variables indicated no significant partial effect of these three variables on purchase intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh konteks, komunikasi, kolaborasi, dan koneksi dalam promosi online melalui Instagram terhadap minat beli produk PT. Omid Health Style. Ukuran sampel dalam penelitian ini adalah 50 responden, yang merupakan pengikut Instagram @omidhealthstyle, berusia 17 tahun ke atas, dan telah membeli produk tersebut. Teknik analisis data menggunakan analisis regresi linier berganda. Alat analisis yang digunakan adalah SPSS versi 21. Berdasarkan analisis regresi berganda, hasil menunjukkan bahwa hanya variabel konteks dan kolaborasi yang memiliki pengaruh positif terhadap niat beli produk Omid Health Style. Hasil uji F menunjukkan bahwa konteks, komunikasi, kolaborasi, dan koneksi bersama-sama memiliki pengaruh positif terhadap niat beli produk Omid Health Style. Hasil uji t menunjukkan bahwa hanya variabel konteks yang memiliki pengaruh signifikan terhadap niat beli secara parsial, sedangkan hasil uji t untuk variabel komunikasi, kolaborasi, dan koneksi menunjukkan tidak ada pengaruh parsial yang signifikan dari ketiga variabel tersebut terhadap minat beli. | |||||||||
| Uncontrolled Keywords: | Context, Communication, Collaboration, Connection, Purchase Intention | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) Communication > Communication (General) |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Nadinda Tiara Anissa | |||||||||
| Date Deposited: | 27 Jul 2024 11:41 | |||||||||
| Last Modified: | 27 Jul 2024 11:41 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38442 |
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