PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN AKSESORI (Survei pada Followers Akun Instagram @promodazzle)

Alfi Nur’aini, NIM.15730012 (2020) PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN AKSESORI (Survei pada Followers Akun Instagram @promodazzle). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

Social media is now an integral part of people's daily lives. At this time, social media is not only used to exchange news or ordinary information, but is also used for business, especially in terms of marketing. Marketing through social media platforms is commonly referred to as Social Media Marketing. Among the many platforms that offer special features for these businesses is Instagram. One account that utilizes Instagram as one of its marketing tools is the @promodazzle account. On this occasion, researchers chose the @promodazzle instagram account to be examined using social media marketing theory to determine the magnitude of influence, direction of the relationship and its significance for accessory purchase decisions. This type of research is a quantitative study using primary data obtained directly from respondents through questionnaires. The selected respondents were Instagram account followers @promodazzle which obtained the number of samples through the Slovin formula which is one hundred followers. Based on the results of tests and analyzes that have been carried out using the Partial Least Structural Model (SEM - PLS) equation analysis method with SmartPLS software version 3.0, it is concluded that there is an influence of social media marketing variable (X) on the purchase decision variable (Y) of 61 7%. This is evidenced by the value of R-Square = 0.617. The output results in the Original Sampe (O) table show the relationship between variable X and Y in the positive direction. The T-Statistics value which is greater than the T-Table value means that there is a significant influence of the X variable on Y. Based on these results it is stated that social media marketing @promodazzle account has a significant positive effect of 61.7% on the decision to buy accessory by followers from their Instagram account.

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