Pengaruh Konten Marketing @XO.CHOCO_1 Terhadap Minat Beli Konsumen Di Instagram

Wahyudi, Randy Dwi and , Budi Santoso, S.Sos., M.Si (2023) Pengaruh Konten Marketing @XO.CHOCO_1 Terhadap Minat Beli Konsumen Di Instagram. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this research is to find out whether there is an effect of Instagram marketing content @Xo.choco_1 on consumer buying interest. The research methodology uses a quantitative approach with primary data types. Data was collected through a questionnaire to be given to 90 respondents with active criteria on Instagram social media. This type of causal associative research is used to discuss the relationship between two or more variables. The AIDA theory (Attention, Interest, Desire, Action) is used for the basic foundation of this research. The sampling technique used in this study was a purposive sampling technique and 2 the sampling method used the Slovin method with an error rate of 10%. To find out the relationship between X and Y variables, researchers used a simple linear regression analysis technique with the help of the SPSS (Stastical Product and Service Solution) program. In this study, variable X is intended as the influence of Instagram marketing content @Xo.choco_1 while variable Y is intended as consumer buying interest. The results of this study indicate that there is a positive and significant influence between marketing content and consumer buying interest. The results of the significance test showed a probability value of 0.000 <0.05 so that Ha1 could be accepted. Therefore it is important for @Xo.choco_1 to create more interesting content on Instagram, because it can increase consumer buying interest @Xo.choco_1.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	instagram, marketing content, buying interest, AIDA theory
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > HE4 Social Media T Technology > TZ Technical Information T Technology > TZ Technical Information > Software. Aplication
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	RANDY DWI WAHYUDI
Date Deposited:	08 Aug 2023 09:39
Last Modified:	08 Aug 2023 09:39
URI:	http://eprints.ums.ac.id/id/eprint/114684

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