Rahmawati, Alya Firda (2024) Efektivitas Promosi Media Sosial Instagram Menggunakan EPIC Model Dampaknya terhadap Volume Pembelian Konsumen Sayuran dan Olahan Hidroponik dengan Brand Awareness sebagai Variabel Moderasi di PT. Kebunsayur Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
PT. Kebunsayur Surabaya promotes hydroponic vegetables and processed products on Instagram but has yet to achieve widespread reach. Popular posts based on monthly reports only get 29 likes; this figure is relatively low for a business account. This research aims to analyze the effectiveness of social media Instagram @kebunsayursurabaya using the EPIC Model and analyze the influence of promotional effectiveness on the volume of consumer purchases of vegetables and hydroponic preparations moderated by brand awareness. The research method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), especially with the WarpPLS 8.0 program. Primary data was collected through a questionnaire with a sample of 55 respondents taken using techniques non-probability sampling, namely purposive sampling. The research results show that the promotion of Kebunsayur Surabaya via Instagram is very effective, with a value of 4.39. The effectiveness of the promotion has a positive and significant effect on purchase volume with a path coefficient value of 0,454 and brand awareness moderates the effectiveness of promotion on purchase volume positively and significantly with a path coefficient value of 0,223.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Alya Firda Rahmawati | ||||||||||||
| Date Deposited: | 14 May 2024 03:51 | ||||||||||||
| Last Modified: | 14 May 2024 03:51 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22678 |
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