Saputri, Yulida Dwi (2020) Pengaruh Isi Pesan Akun Instagram @Okuikopi Terhadap Minat Beli. Sarjana thesis, Universitas Brawijaya.
Abstract
Isi pesan adalah suatu informasi terkait suatu hal yang akan disampaikan oleh komunikator. Pada literatur (Kotler & Amstrong, 2008) menjelaskan bahwa ketika menyusun pesan, personel komunikasiapemasaran harus memutuskan apa yang harus dikatakan (isi pesan) dan cara mengatakannya (struktur). Tujuan penelitian ini adalah untuk mengetahui pengaruh isi pesan instagram @okuikopi terhadap minat beli pengikut aktif instagram @okukopi. Variabel independen (X) dalam penelitian ini yakni Isi pesan dengan indikatornya yaitu Daya tarik rasional (rational appeals) dan Daya tarik emosional (emotional appeals) sedangkan variabel dependen (Y) dalam penelitian ini adalah Minat beli dengan indikatornya yakni Attention, Interest, Desire dan Action. Populasi dalam penelitian ini adalah pengikut aktif instagram @okuikopi dengan jumlah sampel sebanyak 99 responden. survey dilakukan secara online melalui link google form yang telah disebar melalui direct message kepada followers aktif instagram @okuikopi. Data yang telah terkumpul kemudian dianalisis menggunakan teknik analisis regresi linier sederhana dan uji T. Hasil pada penelitian ini menunjukkan bahwa variabel isi pesan (X) yang terdiri atas daya tarik rasional (rational appeals) dan daya tarik emosional (emotional appeals) berpengaruh secara positif dan signifikan terhadap minat beli (Y).
English Abstract
The contents of the message were information related to a matter that would be delivered by the communicator. The literature (Kotler & Armstrong, 2008) explained that when compiling messages, marketing communication personnel had to decide what to say (message content) and how to say it (message structure). The purpose of this study was to determine the effect of the message content on Instagram @okuikopi towards purchase intention of Instagram @okukopi active followers. The independent variable (X) in this study was the contents of the message with the indicator that appeal of rational (rational appeals) and the appeal of emotional (emotional appeals) while the dependent variable (Y) in this study was purchase intention with the indicator Attention, Interest, Desire and Action . The population in this study was the active followers of Instagram @okuikopi with a total sample of 99 respondents. The survey was conducted online via a Google form link that was distributed via direct messages to active followers of Instagram @okuikopi. The collected data was then analyzed using simple linear regression analysis techniques and T test. The result of this study indicated that the message content variable (X) consisting of rational appeals and emotional appeals had a positive effect and significant towards purchase intention (Y).
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520110089 |
| Uncontrolled Keywords: | isi pesan, iklan, daya tarik rasional (rational appeals), daya tarik emosional (emotional appeals), minat beli, message content, advertisements, rational appeals, emotional appeals, purchase intention. |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication > 302.23 Media (Means of communication) > 302.231 Digital media |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 01 Feb 2021 07:18 |
| Last Modified: | 18 Apr 2023 01:30 |
| URI: | http://repository.ub.ac.id/id/eprint/182242 |
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Text (DALAM MASA EMBARGO)
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