PENGARUH SOCIAL MEDIA MARKETING PADA INSTAGRAM TERHADAP MINAT BELI BITTERSWEET BY NAJLA (STUDI KASUS PENGGUNA MEDIA SOSIAL INSTAGRAM DI JAKARTA TIMUR)

• Main Author: Annisa Angelina, - (Author)
• Format: Book
• Published: 2023-08-22.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Bittersweet by Najla merupakan perusahaan yang bergerak di bidang makanan dan minuman, sekaligus merupakan pionir Dessert Box pertama di Indonesia. Bittersweet by Najla memasarkan produknya melalui Media Sosial di Instagram dan juga membuat konten kreatif untuk para pengikut akun Instagram @bittersweet_by_Najla dan juga sering berbagi informasi mengenai produk Bittersweet by Najla. Banyak perusahaan makanan penutup menggunakan platform media sosial seperti Instagram untuk menawarkan produknya untuk dijual di era pemasaran digital, seperti The Harvest Cake dan Chocolate Kitchen. Bittersweet by Najla unggul dalam pemasaran di media sosial melalui platform Instagram. Semakin ketatnya persaingan bisnis kuliner dunia dengan memanfaatkan pemasaran melalui media sosial Instagram, tentu saja menjadi tantangan yang harus dihadapi Bittersweet by Najla. Untuk menjaga minat beli konsumen terhadap produk Bittersweet by Najla. Bittersweet by Najla harus berupaya menciptakan dan menerapkan strategi untuk mampu terus menarik minat beli konsumen meski ada pesaing. Strateginya bisa dengan membuat iklan berbayar dan menyediakan konten yang berharga, meningkatkan keterlibatan, mengoptimalkan feed Instagram. Penelitian ini menggunakan metode deskriptif kuantitatif yang kemudian memperoleh data dari penyebaran kuesioner dengan menggunakan non-probability sampling dengan purposive sampling. Sampel yang digunakan adalah 100 responden yang pernah mengikuti akun media sosial Instagram @bittersweet_by_najla. Analisis data yang digunakan adalah teknik analisis data deskriptif menggunakan metode PLS SEM dengan software SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa H1 diterima atau dengan kata lain dapat dikatakan variabel Social Media Marketing mempunyai pengaruh yang signifikan terhadap minat beli Bittersweet konsumen Najla. Hal ini ditinjau dari hipotesis mempunyai nilai t-statistik sebesar 16,726 dengan signifikansi 0,000 atau dapat juga dikatakan nilai t-statistik diatas 1,96 dengan signifikansi dibawah 0,05. Bittersweet by Najla is a company engaged in the food and beverage sector, and is also the pioneer of the first Dessert Box in Indonesia. Bittersweet by Najla markets its products through Social Media on Instagram and also creates creative content for followers of the @bittersweet_by_Najla Instagram account and also frequently shares information about Bittersweet by Najla products. Many dessert enterprises use social media platforms like Instagram to offer their products for sale in the age of digital marketing, such as The Harvest Cake and the Chocolate Kitchen. Bittersweet by Najla is superior in marketing on social media through the Instagram platform. The increasingly tight world of culinary business competition by utilizing marketing through Instagram social media, this is of course a challenge that Bittersweet by Najla must face. To maintain consumer buying interest in Bittersweet by Najla products. Bittersweet by Najla must strive to create and implement strategies to be able to continue to attract consumers' buying interest even though there are competitors. The strategy can be to create paid ads and provide valuable content, increase engagement, optimize Instagram feeds. This study used a quantitative descriptive method which then obtained data from distributing questionnaires using non- probability sampling with purposive sampling. The sample used is 100 respondents who have followed the Instagram social media account @bittersweet_by_najla. The data analysis used is descriptive data analysis technique using the PLS SEM method with SmartPLS 4.0 software. The results of this study indicate that H1 is accepted or in other words it can be said that the Social Media Marketing variable has a significant influence on the buying interest of Bittersweet by Najla consumers. This is reviewed from the hypothesis that it has a t-statistic value of 16,726 with a significance of 0,000 or it can also be said that the t-statistic value is above 1.96 with a significance below 0.05. This is in line with previous research by Santoso & Junaedi, 2021 and Prasetyo, 2022 which stated that social media marketing has an effect on purchase intention, especially among Bittersweet by Najla consumers. In addition, buying interest has an R2 value of 0.646 or 64.6%. So it can be said that 35.4% of the Purchase Intention variable is influenced by other than Social Media Marketing.

Item Description

http://repository.upi.edu/102222/7/S_BD_TSK_1909153_Title.pdf
http://repository.upi.edu/102222/2/S_BD_TSK_1909153_Chapter%201.pdf
http://repository.upi.edu/102222/3/S_BD_TSK_1909153_Chapter%202.pdf
http://repository.upi.edu/102222/4/S_BD_TSK_1909153_Chapter%203.pdf
http://repository.upi.edu/102222/5/S_BD_TSK_1909153_Chapter%204.pdf
http://repository.upi.edu/102222/6/S_BD_TSK_1909153_Chapter%205.pdf
http://repository.upi.edu/102222/1/S_BD_TSK_1909153_Appendix.pdf