HUDHANIAH, NURUL (2025) PENGARUH PEMASARAN TROPICANA SLIM MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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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.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | 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. | |||||||||
| Uncontrolled Keywords: | instagram, purchase decision, social media marketing. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | NURUL HUDHANIAH | |||||||||
| Date Deposited: | 03 Jul 2025 02:48 | |||||||||
| Last Modified: | 08 Jul 2025 02:49 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50465 |
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