Sari, Maharani Ayu Sekar (2023) PENGARUH USER GENERATED CONTENT DI INSTAGRAM TERHADAP MINAT BELI MEREK LAFIYE. Other thesis, UPN "Veteran" Yogyajarta.
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Abstract
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ABSTRAK
Saat ini trend fashion berkembang dengan cepat sehingga membuat tingginya
minat terhadap produk-produk fashion. Adanya internet mempercepat dan
mempermudah seseorang untuk mencari dan mendapatkan informasi melalui
sosial media. Seiring dengan perkembangan dunia pemasaran, kini salah satu
bentuk komunikasi pemasaran yang digunakan yaitu user generated content.
Penelitian ini menganalisis tentang pengaruh User Generated Content di
Instagram terhadap minat beli merek Lafiye. Metode yang digunakan dalam
penelitian ini adalah kuantitatif. Sampel yang digunakan Teknik accidental
sampling yang merupakan followers Instagram @Lafiye yang pernah melihat
User Generated Content produk Lafiye di Instagram. Teori yang digunakan dalam
penelitian ini adalah Elaboration Likelihood Model (ELM). Hasil penelitian
menunjukkan bahwa User Generated Content di Instagram mempengaruhi
variabel Minat Beli sebesar 25,2% sisanya sebesar 74,8% dipengaruhi oleh
variabel lain yang tidak dimasukkan kedalam model penelitian ini.
Kata kunci: User Generated Content, Instagram, Lafiye
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ABSTRACT
Currently, fashion trends are developing rapidly, resulting in high interest in
fashion products. The existence of the internet makes it faster and easier for
someone to search for and get information through social media. Along with the
development of the world of marketing, now one form of marketing
communication used is user generated content. This research analyzes the
influence of User Generated Content on Instagram on buying interest in the
Lafiye brand. The method used in this research is quantitative. The sample used
was an accidental sampling technique, namely Instagram followers @Lafiye who
had seen User Generated Content of Lafiye products on Instagram. The theory
used in this research is the Elaboration Likelihood Model (ELM). The research
results show that User Generated Content on Instagram influences the Purchase
Interest variable by 25.2%, the remaining 74.8% is influenced by other variables
that are not included in this research model.
Keywords: User Generated Content, Instagram, Lafiye
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | User Generated Content, Instagram, Lafiye |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 12 Dec 2023 04:01 |
| Last Modified: | 12 Dec 2023 04:03 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/38324 |
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