Yulianti, Risma (2024) PENGARUH MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN (STUDI KASUS PADA MINI ORGANIC MART SURABAYA). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Mini Organic Mart is a retail business that offers quality healthy and organic products. Mini Organic Mart has been participating in promotions via social media Instagram since 2016, but efforts to attract consumer interest via social media are still not high. Based on reports, it shows that the average number of "likes" on popular posts only reaches around 12. For business accounts, this figure is still considered very low. The research that has been carried out has the aim of analyzing the characteristics of Mini Organic Mart consumers, as well as analyzing the influence of promotions via Instagram on consumer buying interest and analyzing the effectiveness of promotions that have been carried out by Mini Organic Mart. The analytical tools used in this research are crosstabulation analysis to analyze consumer characteristics, Structural Equation Model (SEM) analysis based on Partial Least Square (PLS) especially with the WarpPLS 7.0 program to analyze the influence of promotions on consumer buying interest and Direct Rating Method (DRM) analysis. to analyze the effectiveness of promotions. Primary data was collected through a questionnaire with a sample of 100 respondents taken using a non-probability sampling technique, namely purposive sampling. The research results show that the promotions carried out by Mini Organic Mart via Instagram have a positive and significant effect on consumer buying interest. The promotion carried out was very effective and included in the good promotion category with a score of 68.16. Keywords: AIDA, promotional effectiveness, Instagram, purchase interest
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Risma Yulianti Risma | ||||||||||||
| Date Deposited: | 23 Dec 2024 06:29 | ||||||||||||
| Last Modified: | 23 Dec 2024 06:29 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/33678 |
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