Nilapradnya, Adara Dayita (2019) PENGARUH IKLAN MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN LOFFLE DI KOTA SEMARANG. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.
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Abstract
Intense competition among culinary business in Semarang encourages them to outperform each other in various ways, one of which is by using social media Instagram as a medium of advertisement. The purpose of this study was to determine the relationship and influence of social media Instagram as a medium of advertisement to buying decision of Loffle customers in Semarang. As well as to determine the relationship and influence of social media Instagram as a medium of advertisement to buying decision at Loffle. The method used was quantitative approach. The source of data from this study is Loffle costumers in Semarang who have seen Loffle advertisements through social media Instagram. The data was collected by conducting a survey, through questionnaires that were spread to 100 respondents. The analysis technique was simple linear regression analysis and correlation analysis. Then, hypothesis verification was T statistic tests. This research demonstrates social media Instagram as a medium of advertisement has a significant relationship with buying decision at Loffle in Semarang. Based on the T statistic test, that t is the count of advertisements through social media Instagram 10,546 > from t table 1, 66055 or sig. 0,000 < 0,05 is significant to significant value 5%, therefore Ho is rejected and Ha is accepted. Result achieved in this research shows that the advertising aspects, such as the message content, visual and/or color choice, etc. significantly influence the buying decision for 53,2%. This research shows that by increasing the quality of advertising aspects will also increase the buying decision. Keywords: advertisement, Instagram, buying decision
| Item Type: | Thesis (Other) |
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| Subjects: | 000 Computer Science, Information and General Works > 050 News media, journalism, publishing |
| Divisions: | Faculty of Law and Communication > Department of Communication Science |
| Depositing User: | Mr Lucius Oentoeng |
| Date Deposited: | 09 Jul 2019 07:43 |
| Last Modified: | 22 Oct 2020 06:40 |
| URI: | http://repository.unika.ac.id/id/eprint/19551 |
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