Panigoro, Parama Iswari (2018) Pengaruh Instagram Sebagai Alat Komunikasi Pemasaran Terhadap Kepercayaan Konsumen (Kasus Pemasaran Katering Organik Online Instagram Healthy.Jazz Di Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Instagram merupakan salah satu media sosial yang sering digunakan perusahaan sebagai alat komunikasi pemasaran untuk memasarkan produknya. Melalui tampilan instagram perusahaan berusaha untuk mempengaruhi dan meyakinkan bagi yang melihat. Penelitian ini bertujuan untuk mendeskripsikan komunikasi pemasaran yang disampaikan Healthy.Jazz, mengidentifikasikan cara Healthy.Jazz membangun kepercayaan melalui instagram dan menganalisis pengaruh komunikasi pemasaran melalui instagram terhadap kepercayaan konsumen Healthy.Jazz. Metode penentuan sampel yang digunakan dengan purposive sampling dan diperoleh sejumlah 95 responden. Pengumpulan data dilakukan melalui kuisioner online yang disebar kepada followers Healthy.Jazz. Teknik analisis data yang digunakan yaitu analisis statistik deskriptif dan analisis SEM-PLS (Structural Equation Modeling-Partial Least Square). Hasil analisis pada penelitian ini bahwa variabel komunikasi pemasaran yang terdiri atas dimensi context, commmunication, collaboration dan connection memiliki pengaruh yang positif terhadap kepercayaan konsumen yang terdiri atas dimensi perceived vendor reputation dan perceived site quality. Variabel komunikasi pemasaran mempengaruhi kepercayaan konsumen sebesar 64,9%.
English Abstract
Instagram is one of the social media that mostly use by entrepreneur or the company to sell their product. They using instagram to influence and make the people believe with the product. This research purpose to describe marketing communication, consumer trust Healthy.Jazz and to analyzed marketing communication toward consumer trust by instagram. The sampling techinque using purposive sampling and the number of the sample is 95 sample. Analyzed data technique using statistical descriptive analysis and SEM-PLS Structural Equation Modeling-Partial Least Square) analysis. The result in this research is marketing communication variable that include context, communcaion, collaboration and connection dimension has influence positively toward consumer trust that has perceived vendor reputation and perceived site quality dimension. Marketing communication influence to consumer trust 64,9%.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/610/051809841 |
| Uncontrolled Keywords: | Instagram, Komunikasi Pemasaran, Kepercayaan Konsumen, SEM-PLS, Instagram, Marketing Communication, Consumer Trust, SEM-PLS |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 17 Oct 2018 07:50 |
| Last Modified: | 20 Oct 2021 10:47 |
| URI: | http://repository.ub.ac.id/id/eprint/12840 |
![[thumbnail of PARAMA ISWARI PANIGORO.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
PARAMA ISWARI PANIGORO.pdf Download (4MB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_lightbox]](http://repository.ub.ac.id/12840/2/lightbox.jpg) |
Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg Download (14kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_preview]](http://repository.ub.ac.id/12840/3/preview.jpg) |
Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg Download (6kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_medium]](http://repository.ub.ac.id/12840/4/medium.jpg) |
Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg Download (2kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_small]](http://repository.ub.ac.id/12840/5/small.jpg) |
Other (Thumbnails conversion from text to thumbnail_small)
small.jpg Download (1kB) |
Actions (login required)
 |
View Item |