PENGARUH PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN HYDRO COCO (STUDI PADA ANGGOTA KOMUNITAS “PALEMBANG RUNNERS” DI KOTA PALEMBANG)

PRATAMA, ALHAADI DZAKI SYARIF and Iisnawati, Iisnawati (2023) PENGARUH PROMOSI MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN HYDRO COCO (STUDI PADA ANGGOTA KOMUNITAS “PALEMBANG RUNNERS” DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011381924137.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011381924137_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
	Text RAMA_61201_01011381924137_0015088203_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (2MB)
	Text RAMA_61201_01011381924137_0015088203_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011381924137_0015088203_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011381924137_0015088203_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011381924137_0015088203_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011381924137_0015088203_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011381924137_0015088203_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy

Abstract

This research aims to find out how much influence promotions via Instagram social media have on Hydro Coco purchasing decisions among members of the "Palembang Runners" community in Palembang City. This type of research is causal research with quantitative methods. Sampling used probability sampling techniques, namely simple random sampling and the Slovin formula with a sample size of 100 respondents. This research uses primary data in the form of a questionnaire and the data analysis technique used is the t test and simple linear regression analysis. The t test results show that the promotional variable on Instagram social media partially has a significant effect on purchasing decisions. The results of the simple linear regression analysis are that the promotion variable on Instagram has an effect of 0.527. The suggestion given in the research is that Hydro Coco provides better messages or information so that it can be well received by all age groups. Apart from that, in the future Hydro Coco can provide an impression or added value so that consumers feel satisfied so they can recommend Hydro Coco products to other people.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Promosi, Media Sosial, Instagram, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Alhaadi Dzaki Syarif Pratama
Date Deposited:	19 Jan 2024 04:10
Last Modified:	19 Jan 2024 04:11
URI:	http://repository.unsri.ac.id/id/eprint/138837

Actions (login required)

View Item