PENGARUH KONTEN INSTAGRAM TERHADAP MINAT BELI DI MASA PANDEMI COVID - 19 (ANALISIS REGRESI LINEAR SEDERHANA PADA FOLLOWERS AKUN INSTAGRAM @CREAMYSAUCE.ID)

Naufal Muhammad Haedar Kamal, NIM.: 18107030119 (2023) PENGARUH KONTEN INSTAGRAM TERHADAP MINAT BELI DI MASA PANDEMI COVID - 19 (ANALISIS REGRESI LINEAR SEDERHANA PADA FOLLOWERS AKUN INSTAGRAM @CREAMYSAUCE.ID). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

Item Type: Thesis (Skripsi)
Additional Information: Pembimbing: Drs. Siantari Rihartono, M.Si
Uncontrolled Keywords: Pandemic, Covid 19, Minat Beli, Instagram, @Creamysauce.id, Content
Subjects: Covid-19
Media Sosial
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Muh Khabib, SIP.
Date Deposited: 19 May 2023 08:10
Last Modified: 19 May 2023 08:28
URI: http://digilib.uin-suka.ac.id/id/eprint/58704

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