Agustia, Alifiah Putty (2022) Dampak Sosial Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Cokelat Majapahit Mojokerto. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Majapahit Chocolate is a product brand of the Mulyojati farmer group in Mojokerto. Based on research data on the impact of media marketing through Instagram, it is hoped that it will be able to provide a marketing strategy that is fast, broad and affordable to consumers anywhere, but in terms of selling processed products, consumer buying interest seems to be far from expectations. Sampling using purposive sampling technique, sampling technique by determining special criteria with a sample size of 150 respondents. The data used is primary data based on the questionnaire results of the respondents' answers. The analysis used is Warp Partial Least Square Analysis. Based on the results of research that has been done that: 1.) Context variables have a real, positive and significant effect on the buying interest of Majapahit Chocolate consumers. 2.) Communication variables have a real, positive and insignificant effect on buying interest of Majapahit Chocolate consumers. 3) Variables Collaboration has a real, positive, and significant effect on the buying interest of Majapahit Chocolate consumers. 4.) Connection variable has a real, positive and significant effect on the buying interest of Majapahit Chocolate consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Alifiah Putty Agustia | ||||||||||||
| Date Deposited: | 22 Dec 2022 04:56 | ||||||||||||
| Last Modified: | 22 Dec 2022 04:56 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/10577 |
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