PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP MINAT BELI PADA KEDAI KOPI KULO (Survei pada Mahasiswa Universitas Negeri Jakarta)

ROHIMAH, WULAN SITI (2019) PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP MINAT BELI PADA KEDAI KOPI KULO (Survei pada Mahasiswa Universitas Negeri Jakarta). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Wulan Siti Rohimah, 2019; The Influence Of Social Media Marketing On Purchase Intention Kedai Kopi Kulo (Survey on Students of Jakarta State University). Scientific Work, Jakarta: Marketing Management Study Program, Department of Management. Faculty of Economics. State University of Jakarta. Advisor: Shandy Aditya, BIB, MBPS. The purpose of this research is to find out: 1) Knowing the description of social media marketing through Instagram and purchase intention in the Kedai Kopi Kulo. 2) Does social media marketing through Instagram affect purchase intention in Kedai Kopi Kulo. Methods of collecting data by distributing questionnaires. The samples taken were 126 respondents. The subjects of this study were students from the State University of Jakarta who had visited Instagram social media marketing at Kedai Kopi Kulo. Data analysis method used descriptive statistical analysis and simple linear regression analysis. Using the SPSS Version 25 application to process research data. The result from this research showed that the social media marketing variable influence the purchase intention. Which is indicated by the determination of coefficient value of 0.508(50,8%). Keywords: Social Media Marketing, Purchase Intention, Kedai Kopi Kulo

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