PENGARUH TERPAAN KONTEN SOFT SELLING INSTAGRAM @TELKOMSELSUMATERA TERHADAP MINAT BELI PRODUK TELKOMSEL

PATRICIA, REGINA and Andarini, Rindang Senja and Jaya, Eko Pebryan (2025) PENGARUH TERPAAN KONTEN SOFT SELLING INSTAGRAM @TELKOMSELSUMATERA TERHADAP MINAT BELI PRODUK TELKOMSEL. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine whether there is an effect of exposure to soft selling content on Instagram @telkomselsumatera on interest in Telkomsel products. The sampling method used is the non-probability sampling method with purposive sampling technique, thus obtaining 100 respondents who are followers or followers of the @telkomselsumatera Instagram account. This research uses quantitative methods. The data obtained was then analyzed using simple linear regression analysis to determine the effect of the variables processed using the Statistical Package for the Social Sciences (SPSS) version 26 application. The results of this study indicate that partially exposure to soft selling content has a positive and significant effect on purchase intention with a tcount value of 4,165 and a sig value (p-value) of 0,000. Simultaneously, exposure to Instagram @telkomselsumatera soft selling content has a positive and significant effect on purchase intention of Telkomsel products as indicated by the adjusted R² coefficient of determination of 45%. Keywords: Content Exposure, Soft Selling, Purchase Intention, Instagram Content @telkomselsumetra Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh terpaan konten soft selling Instagram @telkomselsumatera terhadap minat produk Telkomsel. Metode pengambilan sampel yang digunakan yaitu metode non-probability sampling dengan teknik purposive sampling, sehingga memperoleh sebanyak 100 responden yang pengikut atau followers akun Instagram @telkomselsumatera. Penelitian ini menggunakan metode kuantitatif. Data yang diperoleh kemudian dianalisis menggunakan analisis regresi linear sederhana untuk mengetahui pengaruh dari variabel yang diolah menggunakan aplikasi Statistical Package for the Social Sciences) SPSS versi 26. Hasil penelitian ini menunjukkan bahwa secara parsial terpaan konten soft selling berpengaruh positif dan signifikan terhadap minat beli dengan nilai thitung sebesar 4,165 dan nilai sig (p-value) sebesar 0,000. Secara simultan, terpaan konten soft selling Instagram @telkomselsumatera berpengaruh secara positif dan signifikan terhadap minat beli produk Telkomsel, sebagaimana ditunjukkan oleh nilai koefisien determinasi (adjusted R²) sebesar 45%. Kata Kunci: Terpaan Konten, Soft Selling, Minat Beli, Konten Instagram @telkomselsumatera

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Ilmu Komunikasi, Soft Selling, Minat Beli Produk, Media Sosial
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Regina Patricia
Date Deposited:	15 Jul 2025 07:47
Last Modified:	15 Jul 2025 07:47
URI:	http://repository.unsri.ac.id/id/eprint/178572

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