Arafa., Shafiyyah Ramadhani and Neza Fadia Rayesa,, S.TP., M.Sc. and Rizkiana Maharddhika,, S.S., M.Pd. (2024) Factors Affecting the Effectiveness of Instagram as a Promotional Platform for Vegetable Products in Omah Sayur MQ. Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengeksplorasi efektivitas Instagram sebagai platform promosi produk sayuran di Omah Sayur MQ, Malang, Indonesia. Penelitian ini mengetahui faktor-faktor yang mempengaruhi efektivitas Instagram sebagai platform promosi produk nabati. Tujuan dari penelitian ini adalah untuk menganalisis karakteristik konsumen Omah Sayur MQ dan tingkat eksposur Instagram sebagai faktor yang mempengaruhi efektivitas Instagram sebagai platform promosi produk sayuran di Omah Sayur MQ. Kerangka penelitian menguraikan dua variabel kunci, Karakteristik Konsumen (X1) dan Eksposur Instagram (X2), yang memainkan peran penting dalam membentuk hasil upaya promosi. Variabel Karakteristik Konsumen meliputi indikator Usia, Tingkat Pendidikan, dan Status Pekerjaan. Sebagai variabel kedua, Eksposur Instagram mencakup indikator seperti Frekuensi Pesan, Frekuensi Umpan Balik, Tingkat Daya Tarik Pesan, dan Kejelasan Penyampaian Pesan. Variabel-variabel ini, X1 dan X2, menyatu untuk mempengaruhi Efektivitas Promosi (Y), berdasarkan Dimensi EPIC — Empati, Persuasi, Dampak, dan Komunikasi — berfungsi sebagai metrik utama untuk mengukur efektivitas strategi promosi yang digunakan dalam konteks produk nabati di MQ Omah Sayur.
English Abstract
The present study aims to explore the effectiveness of Instagram as a promotional platform for vegetable products in Omah Sayur MQ, Malang, Indonesia. This study determines the factors that affect the effectiveness of Instagram as a promotional platform for vegetable products. The objectives of this research are to analyze the characteristics of Omah Sayur MQ consumers and the level of Instagram exposure as factors that affect the effectiveness of Instagram as a promotional platform for vegetable products in Omah Sayur MQ. The research framework outlines two key variables, Consumer Characteristics (X1) and Instagram Exposure (X2), which play pivotal roles in shaping the outcome of the promotional efforts. The Consumer Characteristics variable incorporates age, Education Level, and Employment Status indicators. As the second variable, Instagram Exposure encompasses indicators such as Message Frequency, Feedback Frequency, Message Appeal Level, and Clarity in Message Delivery. These variables, X1 and X2, converge to influence the Promotion Effectiveness (Y), based on the EPIC Dimension —Empathy, Persuasion, Impact, and Communication— serve as key metrics to gauge the effectiveness of promotional strategies employed in the context of vegetable products in Omah Sayur MQ. The determination of the place in this study was carried out purposively in Omah Sayur MQ, where the samples were followers of Omah Sayur MQ who lived in Malang City and Malang District and previously purchased vegetables online at Omah Sayur MQ because they felt they knew enough about the information conveyed. The data collection method used a questionnaire, and SEM-PLS has measured all of this research data with SmartPLS software. The research findings revealed that younger individuals are more likely to use social media platforms for informational purposes and entertainment. In comparison, older individuals and those with higher education levels may experience a decreased impact on promotional effectiveness on Instagram. Based on the results of hypothesis testing, it was found that the consumer characteristics of Omah Sayur MQ (X1) significantly but negatively affect the promotion effectiveness of Omah Sayur MQ based on the EPIC dimension (Y), as evidenced by a Path Coefficients value of -0.316, a T-Statistics value of 2.087, and a P-Values value of 0.037. It indicated that H0 is rejected and H1 is accepted. Specifically, consumer characteristics, such as age, education level, and employment status, negatively affect promotion effectiveness as represented by the EPIC dimension (Empathy, Persuasion, Impact, and Communication). Conversely, the Instagram exposure of Omah Sayur MQ (X2) was found to positively and significantly affect the promotion effectiveness of Omah Sayur MQ based on the EPIC dimension (Y), with a Path Coefficients value of 0.785, a T-Statistics value of 14.434, and a P-Values value of 0.000, leading to the rejection of H0 and acceptance of H2. It indicated that the Instagram exposure of Omah Sayur MQ (X2) positively and significantly affects the promotion effectiveness of Omah Sayur MQ based on the EPIC dimension (Y) through Instagram. The study highlights the importance of message frequency, consumer feedback, and message appeal levels in promotional effectiveness. Clarity in message delivery is essential for building trust, avoiding misunderstandings, increasing brand awareness, preventing confusion, and driving customer satisfaction. These insights can help Omah Sayur MQ as marketers develop more effective promotional strategies by understanding the relationship between consumer characteristics, Instagram exposure, and promotional effectiveness through social media.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0424040009 |
| Divisions: | S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 20 Feb 2024 03:30 |
| Last Modified: | 20 Feb 2024 03:30 |
| URI: | http://repository.ub.ac.id/id/eprint/216283 |
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