Pengaruh Pesan Pada Media Sosial Instagram Terhadap Minat Pembelian Sayur Organik Di Abang Sayur

Andriani, Indah (2018) Pengaruh Pesan Pada Media Sosial Instagram Terhadap Minat Pembelian Sayur Organik Di Abang Sayur. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mendeskripsikan kegiatan penyampaian pesan melalui media sosial instagram, mendeskripsikan minat konsumen terhadap pembelian sayur online di Abang Sayur dan menganalisis pengaruh pesan menggunakan media sosial instagram terhadap minat konsumen. Penelitian ini menggunakan teori Elaboration Likelihood Model yang menjelaskan proses pesan terdiri dari rute sentral (berfikir secara kritis) dan periferal (tidak berfikir secara kritis). Metode penentuan sampel yang digunakan dalam penelitian ini dengan (purposive sampling) dan didapatkan sejumlah 83 responden. Pengumpulan data melalui kueisioner online yang disebar kepada followers Abang Sayur. Teknik analisis data pada penelitian ini menggunakan Partial Least Squares (PLS). Hasil analisis data statistik deskriptif kegiatan penyampaian pesan melalui media sosial instagram memiliki nilai rata – rata 3.769, variabel minat memiliki nilai rata-rata 3.81. Hasil pengujian hipotesis variabel (X1), (X2) dan (X4) memiliki pengaruh yang signifikan terhadap minat beli (Y) dengan nilai p-value ≤ 0.05. Sehingga, dapat dikatakan rute sentral dan rute periferal berpengaruh terhadap minat pembelian

English Abstract

This study aims to describe the message delivery through social media instagram, describing consumer interest in purchasing vegetables online in Abang Sayur and analyze the influence of messages using social media instagram on consumer interest. This study uses theory of the Elaboration Likelihood Model which explains the message process consists of the central route (critical thinking) and peripherals (do not think critically). Sampling method that is used in this study is purposive sampling, determination of the number of samples using Slovin formula and obtained a number of 83 respondents. Data collection is distributed to Abang Sayur’ followers. Data analysis techniques in this study using Partial Least Squares (PLS). The result of the description from the activity of message delivery through instagram social media has an average of 3,769, the interest variable has an average of 3.81. The result of hypothesis are testing of variable (X1), (X2) and ((X4) have significant influence on buying interest (Y) with p-value value ≤ 0.05. Both routes (central routes and peripheral routes) have an effect on buying interest

Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2018/403/051807647
Uncontrolled Keywords: Pesan, Elaboration Likelihood, Minat Pembelian, Message, Elaboration Likelihood (ELM), Interest in Purchasing
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User: Nur Cholis
Date Deposited: 30 Nov 2018 01:34
Last Modified: 19 Oct 2021 04:58
URI: http://repository.ub.ac.id/id/eprint/13862
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