ABSTRAK
SHELIA MOUREENDA. NIM 2019110081. Pengaruh Promosi Media Sosial
Instagram Terhadap Minat Beli (Studi Kasus Konsumen Mie Gacoan). Di bawah
bimbingan Ibu Dr. Ani Siska MY, SH, MM, MSM
Perkembangan teknologi yang pesat menjadi salah satu hal yang dimanfaatkan para
pebisnis untuk dapat bertahan dalam persaingan. Promosi pada media sosial
memudahkan pelanggan untuk dapat mengetahui informasi yang mereka butuhkan
mengenai produk atau jasa yang diminati. Salah satu aplikasi yang sering kali
digunakan sebagai sarana promosi adalah media sosial Instagram. Mie Gacoan
merupakan salah satu restaurant yang memanfaatkan media sosial Instagram
sebagai sarana untuk dapat berkomunikasi dengan para pengikutnya dan juga
mempromosikan produk yang dijualnya. Tujuan dari penelitian ini adalah untuk
dapat mengetahui profil karakteristik responden, tanggapan responden mengenai
promosi yang dilakukan Mie Gacoan pada akun media sosial Instagram
@Mie.gacoan, minat beli konsumen Mie Gacoan, dan juga untuk mengetahui
pengaruh promosi media sosial Instagram terhadap minat beli konsumen Mie
Gacoan. Pendekatan yang digunakan dalam penelitian ini adalah deskriptif
kuantitatif. Populasi dalam penelitian ini merupakan 381k followers dari akun
Instagram @mie.gacoan. Adapun jumlah sampel dalam penelitian ini adalah
sebanyak 100 responden. Metode penelitian yang digunakan adalah analisis regresi
linear sederhana, uji normalitas, uji linieritas, uji heterokedastisitas, uji
autokorelasi, uji t dan uji koefesien determinasi (r2) yang dilakukan untuk dapat
mengetahui pengaruh promosi media sosial Instagram terhadap minat beli
konsumen Mie Gacoan. Berdasarkan hasil yang diperoleh, menunjukan bahwa
promosi Media Sosial Instagram berpengaruh positif dan signifikan sebesar 7,3 %
terhadap minat beli konsumen Mie Gacoan.
Kata kunci : Instagram, Media Sosial, Minat Beli, Promosi.
ABSTRACT
SHELIA MOUREENDA. NIM 2019110081. The Influence of Instagram Social
Media Promotion on Purchase Interest (Case Study of Mie Gacoan Consumers).
Under the guidance of Mrs. Dr. Ani Siska MY, SH, MM, MSM
Rapid technological developments are one of the things that business people take
advantage of to survive in competition. Promotions on social media make it easier
for customers to find out the information they need regarding the products or
services they are interested in. One application that is often used as a promotional
tool is Instagram social media. Mie Gacoan is one restaurant that uses Instagram
social media as a means to communicate with its followers and also promote the
products it sells. The purpose of this research is to find out the characteristic profile
of respondents, respondents' responses regarding promotions carried out by Mie
Gacoan on the Instagram social media account @Mie.gacoan, Mie Gacoan
consumers' buying interest and also to find out the influence of Instagram social
media promotions on Mie Gacoan consumers' buying interest. . The approach used
in this research is quantitative descriptive. The population in this study was 381k
followers of the Instagram account @mie.gacoan. The number of samples in this
research was 100 respondents. The research method used is simple linear
regression analysis, normality test, linearity test, heteroscedasticity test,
autocorrela
SHELIA MOUREENDA. NIM 2019110081. The Influence of Instagram Social
Media Promotion on Purchase Interest (Case Study of Mie Gacoan Consumers).
Under the guidance of Mrs. Dr. Ani Siska MY, SH, MM, MSM
Rapid technological developments are one of the things that business people take
advantage of to survive in competition. Promotions on social media make it easier
for customers to find out the information they need regarding the products or
services they are interested in. One application that is often used as a promotional
tool is Instagram social media. Mie Gacoan is one restaurant that uses Instagram
social media as a means to communicate with its followers and also promote the
products it sells. The purpose of this research is to find out the characteristic profile
of respondents, respondents' responses regarding promotions carried out by Mie
Gacoan on the Instagram social media account @Mie.gacoan, Mie Gacoan
consumers' buying interest and also to find out the influence of Instagram social
media promotions on Mie Gacoan consumers' buying interest. . The approach used
in this research is quantitative descriptive. The population in this study was 381k
followers of the Instagram account @mie.gacoan. The number of samples in this
research was 100 respondents. The research method used is simple linear
regression analysis, normality test, linearity test, heteroscedasticity test,
autocorrela
tion test, t test and coefficient of determination test (r2) which were
carried out to determine the effect of Instagram social media promotion on
consumer buying interest in Mie Gacoan. Based on the results obtained, it shows
that Instagram social media promotion has a positive and significant effect of 7.3%
on consumers' buying interest in Mie Gacoan.
Keywords: Instagram, Social Media, Purchase Interest, Promotion.
