MENGUJI EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL INSTAGRAM PADA LUNA JAYA SOFA

DYAH ASTUTI, . (2025) MENGUJI EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL INSTAGRAM PADA LUNA JAYA SOFA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui efektivitas penggunaan media sosial Instagram pada Luna Jaya Sofa. Menggunakan metode penelitian kuantitatif yang diukur dengan skala likert. Populasi yang digunakan adalah followers Luna Jaya Sofa, laki-laki dan perempuan khususnya usia > 20 tahun, berdomisili di wilayah Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek), serta Purwakarta, Subang, dan Karawang (Purwasuka). Teknik pengambilan sampel penelitian ini menggunakan purposive sampling sebanyak 122 responden yang diperoleh dari penyebaran kuesioner kepada responden secara online melalui Google Form. Teknik analisis penelitian ini yaitu menggunakan software SPSS (Stastical Program for Social Sciene). Hasil penelitian ini menunjukan bahwa Context, Communication, Collaboration, dan Connection pada Media Sosial berpengaruh terhadap minat audiens untuk membeli produk Luna Jaya Sofa di Instagram. **** This study aims to determine the effectiveness of Instagram social media usage on Luna Jaya Sofa. The research employs a quantitative method measured using a Likert scale. The population consists of followers of Luna Jaya Sofa, both male and female, particularly those aged over 20 years, residing in the Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek) area, as well as Purwakarta, Subang, and Karawang (Purwasuka). The sampling technique used in this study is purposive sampling, involving 122 respondents obtained through the distribution of questionnaires to respondents online via Google Form. The data analysis technique utilizes SPSS (Statistical Program for Social Science) software. The results indicate that Context, Communication, Collaboration, and Connection in social media significantly influence the audience's interest in purchasing Luna.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P., S.T., M.M. ; 2). Adnan Kasofi, S.Pd., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Dyah Astuti .
Date Deposited:	07 Aug 2025 09:50
Last Modified:	07 Aug 2025 09:50
URI:	http://repository.unj.ac.id/id/eprint/58705

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