PENGARUH SOCIAL MEDIA MARKETING AKUN INSTAGRAM @MIXUEINDONESIA TERHADAP KEPUTUSAN PEMBELIAN PRODUK TERBARU MIXUE INDONESIA (Survei Pada Konten Feeds Akun Instagram @mixueindonesia Tanggal 22 Desember 2024)

ADINDA FARA ADHARY, . (2025) PENGARUH SOCIAL MEDIA MARKETING AKUN INSTAGRAM @MIXUEINDONESIA TERHADAP KEPUTUSAN PEMBELIAN PRODUK TERBARU MIXUE INDONESIA (Survei Pada Konten Feeds Akun Instagram @mixueindonesia Tanggal 22 Desember 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Media sosial Instagram @mixueindonesia telah menjadi platform penting dalam menyebarkan informasi terkait produk Mixue di Indonesia. Pada tanggal 22 Desember 2024, unggahan mengenai produk Matcha Series menarik perhatian audiens dengan visual yang menarik dan copywriting yang persuasif. Namun, belum diketahui secara pasti sejauh mana pengaruh social media marketing yang dilakukan melalui akun instagram @mixueindonesia terhadap keputusan pembelian audiens selaku calon konsumen. Berdasarkan permasalahan tersebut, penelitian dilakukan untuk mengetahui pengaruh social media marketing akun instagram @mixueindonesia terhadap keputusan pembelian pada produk terbaru mixue indonesia yaitu produk matcha series. Penelitian ini berlandaskan pada teori media baru yang menyoroti perubahan dalam pola komunikasi sebagai dampak dari perkembangan teknologi digital dan internet. Variabel X yaitu social media marketing dianalisis berdasarkan tiga dimensi, yaitu curration, creation, dan collaboration, sementara variabel Y yaitu attention, interest, desire, dan action. Penelitian ini menggunakan paradigma positivisme dengan pendekatan kuantitatif yang dilakukan secara daring dengan metode survei melalui kuesioner Google Form. Dari populasi sebanyak 915 berdasarkan jumlah likes pada unggahan produk matcha series tanggal 22 Desember 2024, diperoleh sampel 90 responden berdasarkan teknik purposive sampling dengan rumus Slovin. Teknik analisis data menggunakan uji analisis univariat dan bivariat dengan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa variabel social media marketing (X) berpengaruh secara signifikan terhadap keputusan pembelian (Y). Hal ini berarti bahwa strategi social media marketing yang diterapkan oleh akun Instagram @mixueindonesia memiliki peran penting dalam mendorong keputusan pembelian produk matcha series. Akun @mixueindonesia dinilai berhasil menjangkau serta memahami audiens secara efektif melalui konten yang disajikan. ***** The Instagram account @mixueindonesia has become an important platform for disseminating information about Mixue products in Indonesia. On December 22, 2024, a post about the Matcha Series attracted audience attention through its visually appealing design and persuasive copywriting. However, it remains unclear to what extent the social media marketing conducted through the account influences audience purchase decisions as potential consumers. Based on this issue, the study aims to determine the influence of social media marketing on the Instagram account @mixueindonesia on purchase decisions related to Mixue Indonesia's new products (matcha series). This study is based on the theory of new media, which highlights changes in communication patterns as a result of the development of digital technology and the internet. Variable X, social media marketing, is analyzed through three dimensions: curration, creation, and collaboration. Meanwhile, variable Y, purchase decision, is analyzed using the AIDA model, which includes the dimensions of attention, interest, desire, and action. This research adopts a positivist paradigm with a quantitative approach. Data were collected online through a survey using a Google Form questionnaire. From a population of 915 accounts (based on the number of likes on the Matcha Series product post dated December 22, 2024), a sample of 90 respondents was obtained using purposive sampling and the Slovin formula. Data analysis was conducted using univariate and bivariate tests with simple linear regression analysis. The results of the study indicate that the social media marketing variable (X) has a significant influence on the purchase decision variable (Y). This suggests that the social media marketing strategy implemented by the Instagram account @mixueindonesia plays an important role in encouraging purchase decisions for the Matcha Series product. The account is considered successful in effectively reaching and understanding its audience through the content it delivers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Wiratri Anindhita, M.Sc. ; 2). Dr. Elisabeth Nugrahaeni P., M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Adinda Fara Adhary .
Date Deposited:	20 Aug 2025 01:01
Last Modified:	20 Aug 2025 01:01
URI:	http://repository.unj.ac.id/id/eprint/61691

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