| dc.contributor.author | HALIM, BRIGITTA CLAUDIA | |
| dc.date.accessioned | 2022-01-03T08:36:04Z | |
| dc.date.available | 2022-01-03T08:36:04Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/3955 | |
| dc.description | The online sales of food and beverage product during the corona pandemic
increased significantly, but the sales brown rice porridge with oyster mushroom
broth which marketed at Instagram not able to support purchase intention yet.
The gap between general phenomenon about the increasingly onlines sales of
food and beverage and the nothing online sales of brown rice porridge with oyster
mushroom broth as the reason of this research is doing. The purpose of this
research is to identify the impact of interaction, entertainment, customization,
word of mouth, and trendiness of instagram social media marketing on the
purchase intention of brown rice porridge with oyster mushroom broth. The
research type is quantitave. The research variable are: interaction, entertainment,
customization, word of mouth, and trendiness as independent variables and
purchase intention as dependent variable. The number of samples are 83 samples.
Data collecting method using questionnaire and data analysis technique using
multiple regression. The finding of the research showing that the interaction,
entertainment, customization, and word of mouth proved influnce on purchase
intention, but the trendiness is not proved. | en_US |
| dc.description.abstract | Penjualan industri makanan dan minuman secara online di masa pandemi
meningkat tajam tetapi penjualan bubur beras merah dengan kaldu jamur tiram
yang dipasarkan di Instagram belum mampu menarik niat pembelian konsumen.
Kesenjangan antara fenomena umum yaitu kenaikan penjualan makanan secara
online dan tidak adanya penjualan bubur beras merah dengan kaldu jamur tiram
melalui media sosial Instagram mendorong dilakukannya penelitian mengenai
marketing media sosial Instagram terhadap niat beli konsumen. Tujuan penelitian
ini adalah menjelaskan pengaruh sosial media marketing yang meliputi
interaction, entertainment, customization, word of mouth, dan trendiness terhadap
niat beli konsumen pada produk bubur beras merah dengan kaldu jamur tiram.
Jenis penelitian ini adalah penelitian kuantitatif, variabel penelitian meliputi
variabel bebas yaitu: interaction, entertainment, customization, word of mouth,
dan trendinessdan variabel terikat niat beli. Jumlah sampel penelitian sebanyak 83
sampel. Teknik pengumpulan data menggunakan kuesioner, dan teknik analisis
data menggunakan regresi linier berganda. Temuan penelitian ini menunjukkan
bahwa interaction, entertainment, customization, dan word of mouth berpengaruh
positif terhadap niat beli konsumen pada produk bubur beras merah dengan kaldu
jamur tiram. Tetapi variabel trendiness tidak berpengaruh terhadap niat beli pada
konsumen pada produk bubur beras merah dengan kaldu jamur tiram. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Bubur Beras Merah Dengan Kaldu Jamur Tiram Sosial Media | en_US |
| dc.subject | Customization | en_US |
| dc.subject | Entertainment | en_US |
| dc.subject | Interaction | en_US |
| dc.subject | Marketing | en_US |
| dc.subject | Trendiness | en_US |
| dc.subject | Word of Mouth | en_US |
| dc.title | PENGARUH MARKETING MEDIA SOSIAL TERHADAP NIAT BELI KONSUMEN PADA PRODUK BUBUR BERAS MERAH DENGAN KALDU JAMUR TIRAM | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0729016502 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40217028 | |
| dc.identifier.dosenpembimbing | HARI MINANTYO | |
