Efektivitas Content Marketing Media Sosial untuk Peningkatan Keputusan Pembelian di UD Dian Abadi Frozen Food

Ramadhani, Laila (2025) Efektivitas Content Marketing Media Sosial untuk Peningkatan Keputusan Pembelian di UD Dian Abadi Frozen Food. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) 21024010072-cover.pdf Download (2MB)
	Text (Bab 1) 21024010072-bab1.pdf Download (296kB)
	Text (Bab 2) 21024010072-bab2.pdf Restricted to Repository staff only until 23 December 2028. Download (529kB)
	Text (Bab 3) 21024010072-bab3.pdf Restricted to Repository staff only until 23 December 2028. Download (343kB)
	Text (Bab 4) 21024010072-bab4.pdf Restricted to Repository staff only until 23 December 2028. Download (1MB)
	Text (Bab 5) 21024010072-bab5.pdf Download (225kB)
	Text (Daftar pustaka) 21024010072-daftar pustaka.pdf Download (216kB)
	Text (Lampiran) 21024010072-lampiran.pdf Restricted to Repository staff only until 23 December 2028. Download (1MB)

Abstract

UD Dian Abadi Frozen Food is a wholesale and retail seller of frozen food in Surabaya. The employees have been managing social media, but content posting on Instagram has not been consistent and has not reached the desired average number of views on Instagram and TikTok. This research is intended to identify the characteristics of social media users who have engaged with the content marketing of UD Dian Abadi Frozen Food, analyze the effectiveness of its social media content marketing, analyze the influence on purchasing decisions, and formulate actions for development content. Data were obtained through interviews, observation, questionnaires, books, scientific articles, and previous research. The collected data was subsequently analyzed by employing descriptive analysis, the EPIC Model, and multiple linear regression analysis. The findings indicate that the effectiveness of social media content marketing using EPIC Model dimensions is effective with a value of 4.026. Simultaneously, content marketing with all EPIC Model dimensions influences purchasing decisions; however, partially, empathy and persuasion dimensions do not influence purchasing decisions. The store should maintain the existing strategy and implement the development actions formulated based on the consumer's perspective.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Mubarokah, Mubarokah	NIDN0714116201	mubarokah@upnjatim.ac.id
Thesis advisor	Rozci, Fatchur	NIP199506072022031010	fatchur_rozci.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Laila Ramadhani Ramadhani

Date Deposited:

23 Dec 2025 02:58

Last Modified:

23 Dec 2025 02:58

URI:

https://repository.upnjatim.ac.id/id/eprint/48495