HUBUNGAN KONTEN MEDIA SOSIAL TERHADAP MINAT BELI PRODUK UMKM PADA FOLLOWERS INSTAGRAM @PLAJUBERDAYA

NOVALITA, AMANDA and Lionardo, Andries and Saraswaty, Erlisa (2022) HUBUNGAN KONTEN MEDIA SOSIAL TERHADAP MINAT BELI PRODUK UMKM PADA FOLLOWERS INSTAGRAM @PLAJUBERDAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

The digital era gave birth to a number of useful improvements that can be utilized as much as possible. The use of social media by MSMEs, namely Plajuberdaya, can save costs while simplifying the marketing and buying and selling processes that they use to sell their products. The use of social media by Plajuberdaya is also a good use of technology for the needs of the sales process. Plajuberdaya is the object of this research, with a focus on the content of MSME products being sold. This study aims to determine whether there is a relationship between social media content and interest in buying MSME products among Instagram followers (@plajuberdaya). Data were obtained by distributing questionnaires and conducting a literature study using quantitative methods using Spearman's rank correlation test and the chi-square test. The results of this study indicate that there is a relationship between social media content and purchase intention using the Spearman rank correlation test with a result of 0.000 <0.05 and a correlation coefficient of +0.632, which means positive and has a strong correlation. As for the results of the chi-square test, namely the respondent's status, it is significant for buying interest with a result of 0.005.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Konten Media Sosial, Instagram, UMKM, Pertamina Plaju
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Amanda Novalita
Date Deposited:	31 Jan 2023 02:03
Last Modified:	31 Jan 2023 02:03
URI:	http://repository.unsri.ac.id/id/eprint/87993

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