Purba, Riska Merinda (2017) The Influence Of Social Marketing Campaign On Buying Decision (Survey On Students Of Brawijaya University’s Perspective About 100% Cinta Indonesia Campaign). Sarjana thesis, Universitas Brawijaya.
Abstract
Kementerian Perdagangan Republik Indonesia telah berusaha meningkatkan rasa bangga rakyat Indonesia kepada produk lokal dengan adanya “Kampanye 100% Cinta Indonesia”. Kampanye ini ditujukan untuk meningkatkan kesadaran konsumen Indonesia. Penelitian ini menggunakan explanatory research dengan pendekatan kuantitatif. Kuesioner online digunakan untuk mengumpulkan data dari mahasiswa Universitas Brawijaya. Teknik sampling yang digunakan adalah purposive sampling, sedangkan untuk teknik analisis digunakan deskriptif dan regresi linear berganda. Data diproses dengan menggunakan SPPS 23.0 sekitar 116 responden terpilih dari mahasiswa Universitas Brawijaya yang mengetahui and pernah membeli produk lokal karena100% Cinta Indonesia. Berdasarkan hasil analisis, diperloeh R Square 0,579. Hal ini berarti bahwa pengaruh pemasaran sosial pada keputusan pembelian adalah 57,9% and 42,1% dipengaruhi oleh faktor lainnya. Ada empat tahapan sebagai variabel bebas dalam merancang kampanye pemasaran sosial yang memiliki pengaruh signifikan pada perubahan perilaku mahasiswa Universitas Brawijaya terhadap 100% Cinta Indonesia.
English Abstract
The Ministry of Trade of Republic of Indonesia to increase the citizen’s pride of local products within “100% Cinta Indonesia” Campaign. This campaign is aimed to increase the awareness of Indonesian consumers. Questionnaires used in this study to gathering data by online from the students of Brawijaya University. Sampling Technique which used in this research is purposive sampling technique, while descriptive analysis and multiple linear regression analysis are used as data analysis techniques. The data processing conducted by using SPSS 23.0 about 116 respondents were selected from students of Brawijaya University who recognize and had bought local product because of 100% Cinta Indonesia as the criteria of the respondents. Based on the result of data analysis, the number of Adjusted R Square is 0.579. It means that the influence of Social Marketing on Purchase Decision is 57.9% and the residue is 42.1% influenced by another factor. There are four stages as independent variables that measured in designing social marketing campaign that have significant influence on changing behavior of Brawijaya University students toward 100% Cinta Indonesia.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/901/051710362 |
| Uncontrolled Keywords: | Social Marketing, Social Marketing Campaign, Buying Decision, 100% Cinta Indonesia Campaign. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 30 Nov 2017 01:58 |
| Last Modified: | 10 Dec 2020 06:28 |
| URI: | http://repository.ub.ac.id/id/eprint/6243 |
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