Zahra, Mutiara Apriliani Nur (2018) Pengaruh Promosi Online Dengan Media Sosial Terhadap Keputusan Pembelian Produk Olahan Pisang Di Cafe Gedhang Ganteng Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
SEMPLS. Variabel laten dalam penelitian berjumlah 5 yaitu, Content (X1), Communication (X2), Sales Promotion (X3), Context (X4) dan Keputusan Pembelian (Y). Hasil penelitan menunjukan adanya pengaruh promosi online oleh Gedhang Ganteng melalui media sosial Instagram terhadap keputusan pembelian produk olahan pisang sebesar 64,7% yang 35,3% dipengaruhi oleh variabel lain di luar penelitian. Dari 4 variabel eksogen, Variabel context mendominasi dalam mempengaruhi keputusan pembelian yang terdiri dari indikator informasi perusahaan, informasi akun dan tampilan feeds instagram.
English Abstract
The development of the internet makes it easy for everyone to access information and communication in cyberspace. Social media is a tool used by the public to interact with colleagues, friends, family and others. The development of social media such as facebook, twitter and instagram, used mostly by the business to make it as a media campaign or commonly referred to as an online campaign One of the popular social media at this time was instagram. Recent studies estimate 93% of prestige brands such as Starbuck Coffee, Nike, Marc Jacobs, Redbull and others use social media instagram as an online promotion. Instagram is one social media that can help a company to promote goods and services easily that is to advertise a product visually that can attract customers. In Asia, Indonesia is the largest user of instagram social media with 45 million users. In addition, Indonesia is included in the 5 largest instagram usage countries for business accounts. Gedhang Ganteng is one of the cafes in Malang City that uses Instagram as a promotional media. The uniqueness of Gedhang Ganteng which makes the icon of one of the agricultural product that is banana as the main menu, has appeal among customers, especially students and colleger. The development of culinary business in Malang City which increases every year, making Gedhang Ganteng need to maintain existence through online promotion through instagram media. This research was conducted in January - February 2018, aims to see the effect of online promotion made Gedhang Ganteng through media instagram of purchasing decisions banana
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/222/051803542 |
| Uncontrolled Keywords: | Promosi Online, Media Social, Instagram, Keputusan Pembelian,Online Promotion, Social Media, Instagram, Purchase Decision. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 04 Oct 2018 03:24 |
| Last Modified: | 20 Oct 2021 08:56 |
| URI: | http://repository.ub.ac.id/id/eprint/12331 |
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