TY  - THES
N1  - Pembimbing: Dr. Diah Ajeng Purwani, S.Sos., M.Si.
ID  - digilib58196
UR  - https://digilib.uin-suka.ac.id/id/eprint/58196/
A1  - Atika Fatin Nurmaida, NIM.: 18107030121
Y1  - 2023/12/21/
N2  - The Covid-19 pandemic has made business owners think about a good marketing strategy so that they can maintain sales. One of the marketing strategies carried out is to use social media as a promotional medium. This was done by Dazzle on their Instagram account called @promodazzle to promote their products and establish interactions with consumers. This study aims to explain the effect of Instagram social media as a promotional medium on customer loyalty during the Covid-19 pandemic. This study uses a type of quantitative research method. The sampling technique used random sampling technique with a sample size of 100 respondents. The sample of this study were followers of the @promodazzle Instagram account and had purchased the product more than once. Data collection in this study used a questionnaire via Google Form. The data testing methods used are Validity Test, Reliability Test, Normality Test, Linearity Test, Simple Linear Regression Analysis, and T Test using the SPSS Version 25 application. The results of this study indicate that Instagram @promodazzle social media as a promotional media has a major effect on customer loyalty during the Covid-19 pandemic, which reached 57.7%. While the other 42,3% is influenced by other variabels outside this research.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - instagram; promotion; customer loyalty; Covid-19 Pandemic
M1  - skripsi
TI  - PENGARUH MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI TERHADAP LOYALITAS PELANGGAN DI MASA PANDEMI COVID-19
(Survei pada Followers Instagram @promodazzle)
AV  - restricted
EP  - 125
ER  -