PENGARUH INTENSITAS MELIHAT KONTEN AKUN INSTAGRAM @PROMOPALEMBANG TERHADAP KECENDERUNGAN IMPULSIVE BUYING PENGIKUTNYA

FADILLA, ADELIA NUR and Nomaini, Faisal and Pratiwi, Miftha (2022) PENGARUH INTENSITAS MELIHAT KONTEN AKUN INSTAGRAM @PROMOPALEMBANG TERHADAP KECENDERUNGAN IMPULSIVE BUYING PENGIKUTNYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Perilaku impulsive buying atau pembelian impulsif merupakan suatu tindakan membeli suatu produk maupun jasa yang terjadi tanpa direncanakan. Perilaku tersebut terjadi secara tiba-tiba tanpa mempertimbangkan dan memikirkan konsekuensi yang akan didapat. Penelitian ini bertujuan untuk mengetahui pengaruh intensitas melihat konten akun Instagram @PromoPalembang terhadap kecenderungan impulsive buying pengikutnya. Teori yang digunakan dalam penelitian ini adalah teori intensitas serta teori impulsive buying. Penelitian ini menggunakan metode penelitian kuantitatif eksplanatif. Teknin pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden yang merupakan pengikut akun Instagram @PromoPalembang. Hasil penelitian ini menunjukan bahwa terdapat pengaruh yang signifikan antara intensitas melihat konten akun Instagram @PromoPalembang terhadap kecenderungan impulsive buying pengikutnya dengan nilai thitung = 11,456 > ttabel = 1,984. Berdasarkan nilai koefisien determinasi (R) yang diperoleh sebesar 0,568 atau sebesar 56,8% variabel impulsive buying dipengaruhi oleh variabel intensitas melihat konten, sedangkan 43,2% dijelaskan oleh faktor lain yang tidak diteliti dalam penelitian ini. Kata kunci: Intensitas, Konten, Instagram, Impulsive Buying

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Intensitas, Konten, Instagram, Impulsive Buying
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Adelia Nur Fadilla
Date Deposited: 27 Sep 2022 05:38
Last Modified: 27 Sep 2022 05:38
URI: http://repository.unsri.ac.id/id/eprint/80022

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