PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP PENJUALAN UNIT TRUK DI PT ASTRA INTERNASIONAL UD TRUCKS CABANG BANDUNG (TA.6.25.028)

YUSUF, RIZKY FAHRIAL (2025) PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP PENJUALAN UNIT TRUK DI PT ASTRA INTERNASIONAL UD TRUCKS CABANG BANDUNG (TA.6.25.028). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.

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Abstract

ABSTRAK Rendahnya penjualan UD Trucks di tengah persaingan ketat industri otomotif menunjukkan perlunya strategi promosi yang lebih efektif, khususnya melalui media digital. Penelitian ini bertujuan untuk mengetahui pengaruh promosi melalui media sosial Instagram terhadap penjualan unit truk di PT Astra International Tbk – UD Trucks Cabang Bandung. Metode penelitian menggunakan pendekatan kuantitatif dengan survei kuesioner yang dibagikan kepada 80 responden yang merupakan konsumen atau calon konsumen yang pernah melihat promosi Instagram UD Trucks. Data dianalisis dengan teknik analisis deskriptif dan regresi linier sederhana. Hasil penelitian menunjukkan bahwa promosi melalui Instagram berpengaruh positif dan signifikan terhadap penjualan, dengan mayoritas responden menilai konten promosi menarik, informatif, dan konsisten. Kesimpulannya, strategi promosi digital melalui Instagram efektif dalam meningkatkan minat beli dan keputusan pembelian, sehingga perusahaan disarankan untuk terus mengoptimalkan kualitas dan frekuensi konten promosi guna mempertahankan serta meningkatkan penjualan. Kata kunci: promosi, Instagram, penjualan, pemasaran digital, otomotif, vii | Universitas Logistik dan bisnis Internasional ABSTACT The low sales performance of UD Trucks amid the intense competition in the automotive industry highlights the need for a more effective promotional strategy, particularly through digital media. This study aims to determine the influence of promotion via Instagram social media on truck unit sales at PT Astra International Tbk – UD Trucks Bandung Branch. The research employed a quantitative approach using a questionnaire survey distributed to 80 respondents, consisting of consumers or potential consumers who had previously viewed UD Trucks’ Instagram promotions. Data were analyzed using descriptive analysis and simple linear regression techniques. The results indicate that Instagram promotion has a positive and significant effect on sales, with the majority of respondents perceiving the promotional content as attractive, informative, and consistent. In conclusion, digital promotion through Instagram is effective in increasing purchase interest and purchase decisions. Therefore, the company is advised to continuously optimize the quality and frequency of its promotional content to maintain and improve sales performance. Keywords: promotion, Instagram, sales, digital marketing, automotive

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 08:01
Last Modified:	22 Jul 2026 08:01
URI:	http://eprints.ulbi.ac.id/id/eprint/4173

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