PENGARUH TERPAAN INSTAGRAM SEGO SAMBEL CAK UUT TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDY PADA FOLLOWERS @segosambelcakuut)
| Main Author: | Setyorini, Feny Elma |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/60916/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/60916/2/BAB%20I.pdf http://eprints.umm.ac.id/60916/3/BAB%20II.pdf http://eprints.umm.ac.id/60916/49/BAB%20III.pdf http://eprints.umm.ac.id/60916/5/BAB%20IV.pdf http://eprints.umm.ac.id/60916/6/BAB%20V.pdf http://eprints.umm.ac.id/60916/7/BAB%20VI.pdf http://eprints.umm.ac.id/60916/50/LAMPIRAN.pdf http://eprints.umm.ac.id/60916/ |
Daftar Isi:
- Sego Sambel Cak Uut is a local culinary in Malang. There are many competitors of Sego Sambel Cak Uut; thus, one of the strategies undertaken to attract the interest of consumers is by promoting the culinary through Instagram, as well as those carried out by Sego Sambel Cak Uut. Hence, the researcher is interested in measuring how much the influence of the Instagram exposure of Sego Sambel Cak Uut on the consumers purchasing decisions. To examine this matter, this study used the AIDDA concept. Attention is a matter that can lead to a curiosity. Interest is a stage which the marketer is able to create a message, of which message can contain an attraction. Desire is a phase that the desire has arisen so that the consumers will be curious about something. Decision is a stage where the consumers feel confident about the decision taken. Action is a phase where the potential consumers are entitled to accept or refuse the products that have been offered. The researcher used quantitative approach with the type of explanatory study. Survey method was used as the method of study. There were 61.500 populations in this study and the researcher distributed questionnaires to 150 followers of @segosambelcakuut. The samples were obtained by using quota sampling technique, while the data collection of this study used questionnaires distributed to 100 respondents of the Instagram accounts, in which those were the followers of @segosambelcakuut. The data collection technique in this study used validity and reliability tests. The data analysis of this study used simple regression analysis. The results of study obtained from the statistical count were that the F value was 90.511 > F table of 3.938, in which the significance was 0,000 < 0.05. Then, the influence of advertising exposure on purchasing decisions could be seen from the calculation of coefficient of the determination, of which calculation was 48%, while the remaining of 52% was influenced by other variables, it meant that the influence of Instagram exposure of Sego Sambel Cak Uut on the purchasing decisions was quite large. This study indicated that the AIDDA concept was still relevant to prove the relationship between the media and someone’s influence over the media exposure. Therefore, it can be concluded that there is an influence of the Instagram exposure of Sego Sambel Cak Uut on the consumers purchasing decisions.