PENGARUH TERPAAN IKLAN DIGIMAP MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN (Survey Pada Followers Akun Instagram @digimap_id)

Mima Br Girsang, , (2025) PENGARUH TERPAAN IKLAN DIGIMAP MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN (Survey Pada Followers Akun Instagram @digimap_id). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The large number of active Instagram users has made business people interested in utilizing Instagram social media to offer their products or services. Digimap is an official premium distributor of Apple and a licensed distributor in Indonesia. Digimap utilizes the Instagram platform as a promotional medium for the products they offer by creating an official account @digimap_id. The purpose of this study was to conduct a survey of followers of the Instagram account @digimap_id in order to analyze the extent of advertising exposure carried out by Digimap through the Instagram platform. The concept in this study is advertising exposure and purchasing decisions. The theory used is the Advertising exposure Theory. This study uses a quantitative method with an associative type. The sample in this study from the Taro Yamane method calculation was 100 respondents. Data collection through questionnaires with validity test analysis techniques, reliability tests, correlation tests, simple regression analysis, coefficient of determination, and hypothesis testing. The results of the study indicate that there is a significant relationship with a moderate level of strength between advertising exposure through the Instagram platform and the decision to purchase Followers Digimap products. This means that the more often or the higher the intensity of advertising exposure received by the audience through Instagram, the consumer's decision to buy Followers Digimap products tends to increase, assuming other variables that influence purchasing decisions remain constant.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 2010411031] [Pembimbing : Lusia handayani] [Penguji 1 : Windi Tia Saputri] [Penguji 2 : Putrawan Yuliandri]
Uncontrolled Keywords: Advertising exposure, Purchasing Decisions, Instagram
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: MIMA BR GIRSANG
Date Deposited: 25 Feb 2025 04:55
Last Modified: 24 Mar 2025 04:32
URI: http://repository.upnvj.ac.id/id/eprint/36320

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