TY  - THES
N1  - Pembimbing: Drs. Siantari Rihartono, M.Si
ID  - digilib58704
UR  - https://digilib.uin-suka.ac.id/id/eprint/58704/
A1  - Naufal Muhammad Haedar Kamal, NIM.: 18107030119
Y1  - 2023/02/06/
N2  - During the Covid 19 pandemic in 2020, many business actors experienced
a drastic decrease in income due to public fear of the highly contagious Covid 19
virus which caused people to be afraid to leave their homes. This is the demand
of business actors to continue to innovate. At a time when many business actors
have experienced a decrease in income here, @Creamysauce.id has experienced
an increase in sales by selling and marketing their products through Instagram
content.
This study aims to determine the effect of Instagram @Creamysauce.id
content on purchase intention during the Covid-19 pandemic using Stimulus
Response Theory model. This research uses a quantitative descriptive research
method. The sampling technique used purposive sampling technique with a total
sample of 100 people or respondents. The sample of this research is Followers
from the Instagram account @Creamysauce.id and those who have purchased
products from @Creamysauce.id at least once. The data collection method was
carried out by distributing questionnaires to followers via the Google form. Data
measurement uses a Likert scale with 5 answer choices. Data analysis used a
simple linear regression test. The test results for the coefficient of determination
is 0.598, which means that it can be explained that the Instagram content
@Creamysauce.id can affect the purchase intention of @Creamysauce.id by
59.8% while 40.2% is influenced by other variables. There is a significance value
of 0.00 < 0 ,10 which shows that there is a significant influence and Ha is accepted,
which means that there is an influence from Instagram content on buying interest.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Pandemic
KW  -  Covid 19
KW  -  Minat Beli
KW  -  Instagram
KW  -  @Creamysauce.id
KW  - 
Content
M1  - skripsi
TI  - PENGARUH KONTEN INSTAGRAM TERHADAP MINAT BELI DI MASA PANDEMI COVID - 19 (ANALISIS REGRESI LINEAR SEDERHANA PADA FOLLOWERS AKUN INSTAGRAM @CREAMYSAUCE.ID)
AV  - restricted
EP  - 117
ER  -