Siahaan, Ellecia Pricillia (2025) Analisis Efektivitas Promosi Instagram Berdasarkan Model SOR dan Peran Mediasi Brand Awareness Terhadap Keputusan Pembelian di Sumber Wandhe Coffee Lab. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Indonesia has experienced significant growth in both coffee production and consumption, which has driven the development of local coffee businesses. Amid increasing competition, Instagram has become a primary platform for promotional strategies due to its visual strength and broad reach. This study aims to analyze the influence of Instagram promotion effectiveness on consumer purchase decisions, with brand awareness as a mediating variable. Promotion effectiveness is measured using the Stimulus-Organism-Response (SOR) model, which includes stimulus (content quality), organism (attention, comprehension, acceptance), and response (interaction, participation). The study was conducted at Sumber Wandhe Coffee Lab, Jombang, East Java, during February 3 to March 3, 2025 through field observations and interviews supported by Google Forms, using a quantitative approach. A total of 100 respondents out of 4,000 Instagram followers of Sumber Wandhe Coffee Lab were selected using purposive sampling. Data were collected via an online questionnaire and analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) through WarpPLS 8.0. This study examined the relationship among three main variables: Instagram promotion effectiveness, brand awareness, and purchase decision. The results show that Instagram promotional content received high average scores in stimulus (4.23), organism (4.24), and response (4.15), with an overall effectiveness score of 4.20. The outer model met the validity and reliability criteria. The inner model analysis revealed a significant direct effect of Instagram promotion on brand awareness (β = 0.83; p < 0.01), and a significant effect of brand awareness on purchase decision (β = 0.62; p < 0.01). The indirect effect of promotion on purchase decision through brand awareness was stronger than the direct path. These findings confirm that brand awareness serves as a key mediator linking Instagram promotion effectiveness to consumer purchasing behavior.
Item Type: | Thesis (Undergraduate) | ||||||||||||
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Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
Depositing User: | Ellecia Siahaan | ||||||||||||
Date Deposited: | 29 Jul 2025 04:19 | ||||||||||||
Last Modified: | 29 Jul 2025 04:19 | ||||||||||||
URI: | https://repository.upnjatim.ac.id/id/eprint/41039 |
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