DEWI, SHINTYANI (2025) PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI PERHIASAN PADA LEGAM JEWELRY BANDUNG (TA.6.25.015). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh promosi media sosial perhiasan pada Legam Jewelry yang di lakukan di Legam Jewelry Bandung. Dengan berdasarkan permasalahan tersebut tujuan penelitian ini adalah untuk mengukur seberapa besar dampak promosi Instagram terhadap minat beli konsumen serta untuk memahami arah dan kekuatan pengaruh tersebut.Untuk menjawab masalah tersebut, kausalitas. Jumlah responden dalam penelitian ini adalah 100 orang yang dipilih dari total pengikut akun Instagram Legam Jewelry sebanyak 10.500 akun. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan teknik sampling. Analisis data dilakukan menggunakan teknik deskriptif untuk menjawab pertanyaan pertama dan kedua, serta analisis asosiatif kausalitas untuk menjawab pengaruh promosi terhadap minat beli. Hasil analisis menunjukkan bahwa persepsi konsumen terhadap promosi Instagram Legam Jewelry tergolong baik. Selain itu, hasil analisis korelasi menunjukkan hubungan yang kuat antara promosi Instagram dan minat beli dengan nilai korelasi sebesar 0,717. Uji hipotesis membuktikan bahwa promosi melalui Instagram berpengaruh signifikan terhadap Minat beli konsumen Legam Jewelry sebesar 51,4%. Kata kunci : Promosi, Media Sosial Instagram, Minat Beli. ABSTRACT This study aims to analyze the influence of Instagram social media promotion on consumer purchase interest in jewelry at Legam Jewelry, conducted at Legam Jewelry Bandung. Based on the identified issue, the objective of this research is to measure the extent of Instagram promotion’s impact on consumer purchase interest and to understand the direction and strength of this influence. To address the research problem, this study employs a quantitative method with a descriptive and causal associative approach. The number of respondents in this study is 100 individuals, selected from a total of 10,500 followers of Legam Jewelry’s Instagram account. Data was collected through the distribution of questionnaires using the judgmental sampling technique. Data analysis was carried out using descriptive analysis to answer the first and second research questions, and causal associative analysis to determine the influence of promotion on purchase interest. The results indicate that consumer perceptions of Legam Jewelry’s Instagram promotions are generally positive. Furthermore, the correlation analysis shows a strong relationship between Instagram promotion and purchase interest, with a correlation value of 51.4%. The hypothesis testing confirms that promotion through Instagram has a significant influence on the purchase interest of Legam Jewelry consumers. Keywords: Promotion, Instagram Social Media, Purchase Interest.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Manajemen Pemasaran D3 |
| Depositing User: | PKL TIGA TIGA |
| Date Deposited: | 22 Jul 2026 07:50 |
| Last Modified: | 22 Jul 2026 07:50 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4161 |
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