PENGARUH SOCIAL MEDIA MARKETING MELALU INSTAGRAM TERHADAP PURCHASE INTENTION KONSUMEN CILUPBAH SHOP (STUDI KASUS: FOLLOWERS AKUN INSTAGRAM CILUPBAH SHOP)

ANDRIANI, CHINTYA and Wedhasmara, Ari (2020) PENGARUH SOCIAL MEDIA MARKETING MELALU INSTAGRAM TERHADAP PURCHASE INTENTION KONSUMEN CILUPBAH SHOP (STUDI KASUS: FOLLOWERS AKUN INSTAGRAM CILUPBAH SHOP). Undergraduate thesis, Sriwijaya University.

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Abstract

Social media become a popular business opportunity to sell products or services because of its simple, cheap, and interactive. This research aims to get an understanding of the influence of Social Media Marketing via Instagram on Purchase Intention of Cilupbah Shop Consumers. The variable on this research is Social Media Marketing that consist of Online Communities, Interaction, Sharing of Content, Accesbility, and Credibility. This research used 100 respondents who is a follower from Cilupbah Shop’s Instagram. This research used quantitative approach as a method, and the analysis technique used Statistical tests of validity and reliability, multiple linear regression analysis, Classic assumption test, Coefficient of Determination, and Hypothesis Test. The data was collected from an online questionnaire using google form that was shared to all the respondent for Cilupbah Shop's Instagram followers. The result on this research concluded that the hypothesis is accepted, Online Communities, Interaction; Sharing of Centent, Credibility does have a significan effect towards Purchase Intention while Accesbility does not have partially significant effect towards Purchase Intention, and Social Media Marketing have a significant effect simultaneously on Purchase Intention.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Social Media, Social Media Marketing, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5548.7-5548.85 Industrial psychology > HF5548.32.A266 Computer science. Economics. Electronic commerce.
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Users 5405 not found.
Date Deposited:	09 Mar 2020 06:22
Last Modified:	09 Mar 2020 06:22
URI:	http://repository.unsri.ac.id/id/eprint/28009

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