PENGARUH STRATEGI PROMOSI MELALUI MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN (Studi Kasus pada Akun Instagram Argadia Melati Toko Kerajinan Sulam Airguci di Banjarmasin)

Nareswari, Sahda Putri (2020) PENGARUH STRATEGI PROMOSI MELALUI MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN (Studi Kasus pada Akun Instagram Argadia Melati Toko Kerajinan Sulam Airguci di Banjarmasin). Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini memiliki tujuan menguji pengaruh strategi promosi lewat media sosial terhadap minat beli konsumen pada akun Instagram Argadia Melati Toko Kerajinan Sulam Airguci di Banjarmasin. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner online pada 50 responden dengan 16 item pertanyaan, yang sudah dilakukan uji validitas dan reliabilitas. Teknik analisis data menggunakan asumsi klasik, analisis statistik deskriptif, analisis regresi linear berganda, koefisien determinasi dan pengujian hipotesis. Hasil penelitian ini menunjukkan bahwa secara parsial item variabel context (1,653), collaboration (1,649), communication (1,578) dan connection (-0,197) tidak memiliki pengaruh signifikan terhadap minat beli konsumen. Sedangkan secara simultan variabel context (X1), communication (X2), collaboration (X3) dan connection (X4) mempunyai pengaruh signifikan terhadap minat beli konsumen. This research has the aim of examining the influence of promotion strategy through social media toward purchasing interest of customer on the Argadia Melati Instagram account of Airguci Embroidery Craft Shop in Banjarmasin. Data collection techniques do through the distribution of online questionnaires to 50 respondents with 16 question item, whose validity and reliability were tested. Data analysis techniques using the classic assumption test, descriptive statistical analysis, multiple linear regression analysis, coefficient of determination and hypothesis testing. The result of this research indicate that partially the item variable context (1,653), collaboration (1,649), communication (1,578) and connection (-0,197) do not have a significant influence on purchasing interest of customer. While simultaneously variable of context (X1), communication (X2), collaboration (X3) and connection (X4) have a significant influence on purchasing interest of customer.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Promosi, Media Sosial, Minat Beli knowledge, attitudes, actions, gender, shelter and prevention of hypertension
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Sahda Putri Nareswari
Date Deposited: 14 Oct 2020 01:32
Last Modified: 14 Oct 2020 01:32
URI: http://eprints.uniska-bjm.ac.id/id/eprint/2509

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