Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/32619
Title: PENGARUH CONTENT MARKETING SHOPEE AFFILIATE DAN TREND TERHADAP MINAT BELI PENGIKUT AKUN INSTAGRAM @SHAAAQUILA
Authors: Pambudi, Siwi Syaharani
Keywords: Pemasaran Konten;Shopee Affiliate;Trend;Strategi Komunikasi Digital;Content Marketing;Shopee Affiliate;Digital Communication Strategy
Issue Date: Feb-2024
Abstract: Penelitian ini mengkaji pengaruh Content Marketing, Trend, dan Strategi Komunikasi Digital Shopee affiliate terhadap minat beli konsumen melalui platform media sosial Instagram, dengan fokus pada akun @shaaaquila. Tujuannya adalah untuk menentukan apakah Content Marketing, Trend, dan Strategi Komunikasi Digital Shopee affiliate memengaruhi minat beli konsumen, dengan konten yang dibagikan berfokus pada akun Instagram @shaaaquila sebagai afiliasi Shopee. Penelitian ini menggunakan metode kuantitatif dengan desain penelitian eksplanatori. Variabel yang digunakan adalah Content Marketing dari akun Instagram @shaaaquila dan Trend. Populasi penelitian ini terdiri dari pengikut akun Shaquila di Instagram. Pengaruh variabel content marketing terhadap minat beli adalah sebesar 26,4%. Variabel Trend memiliki pengaruh sebesar 42,3% terhadap harga jual berdasarkan koefisien determinasi. Selanjutnya, ditentukan bahwa variabel konten dan trend memengaruhi minat pembelian sebesar 46,4%. Hasil penelitian menunjukkan bahwa Content Marketing dan Trend memengaruhi minat beli pengikut akun @shaaaquila di Instagram. Trend memiliki pengaruh yang lebih besar dibandingkan Content Marketing, meskipun perbedaannya tidak signifikan secara besar.
This study examines the influence of Shopee affiliate Content Marketing, Trends, and Digital Communication Strategy on consumer purchase intention through the Instagram social media platform, with a focus on the @shaaaquila account. The aim is to determine whether Shopee affiliate Content Marketing, Trends, and Digital Communication Strategy influence consumer purchase intention, with content shared focusing on the @shaaaquila Instagram account as a Shopee affiliate. This research utilized a quantitative method with an explanatory research design. The variables used in this study are the Content Marketing of the Instagram account @shaaaquila and Trends. The population consists of followers of the Shaquila account on Instagram. The influence of content marketing variables on purchase intention is 26.4%. The Trend variable has an influence of 42.3% on selling price based on the coefficient of determination. Furthermore, it is determined that content and trend variables influence purchase intention by 46.4%. The research findings indicate that Content Marketing and Trends influence the purchase intention of followers of the @shaaaquila Instagram account. Trends have a greater influence compared to Content Marketing, although the difference shown is not significantly large.
URI: https://repository.uksw.edu//handle/123456789/32619
Appears in Collections:T1 - Communication

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