Safira, Mariyam and , Dr. Edy Purwo Saputro, S.E,. M.Si (2022) Pengaruh Desain Unggahan Instagram @hip.pu.su.ta Sebagai Media Promosi Terhadap Minat Beli Konsumen. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Social media can be said to have become one of the basic needs in society, one of the social media platforms is Instagram with the number of users reaching 60 million in 2019, so Instagram is one of the most powerful social media platforms for business promotion activities, through its ability to share photos and videos. This study is a study that examines the effect of @HIP.PU.SU.TA's Instagram upload design as a promotional medium on consumer buying interest, using the AIDA theory (Attention, Interest, Desire, and Action). This study aims to explain the effect of @Hip.Pu.Su.Ta's Instagram upload design as a promotional medium on consumer buying interest. The method used is quantitative explanatory method to test the relationship, difference, and one variable influence with other variables using hypotheses, with data collection techniques using purposive sampling and analysis using simple linear regression techniques to determine the effect of variable X on variable Y by using the help of SPSS (Statistical Product and Service Solution) program. Variable X in this study is the design of Instagram uploads, while variable Y is consumer buying interest. The results of the study indicate that there is a positive and significant influence between the design of the @HIP.PU.SU.TA Instagram upload and consumer buying interest. The results of the R2 test show that the design of the Instagram @HIP.PU.SU.TA upload has an effect of 58.7% on consumer buying interest.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | AIDA Theory, Buying Interest, Upload Design |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > HE4 Social Media |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | MARIYAM SAFIRA |
| Date Deposited: | 11 Nov 2022 06:55 |
| Last Modified: | 11 Nov 2022 06:55 |
| URI: | http://eprints.ums.ac.id/id/eprint/105687 |
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