EFEKTIVITAS IKLAN SEPATU MILLS VOLTASALA PRO APEX BBS ELITE EDISI BAYU SAPTAJI TERHADAP MINAT BELI (STUDI PADA FOLLOWERS INSTAGRAM @millssportid)

Hafizh Mumtaz, . (2026) EFEKTIVITAS IKLAN SEPATU MILLS VOLTASALA PRO APEX BBS ELITE EDISI BAYU SAPTAJI TERHADAP MINAT BELI (STUDI PADA FOLLOWERS INSTAGRAM @millssportid). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The advancement of the digital era has encouraged brands to utilize social media as a primary medium for marketing communication. Mills, a local sports brand, promotes the Voltasala Pro Apex BBS Elite futsal shoes, Bayu Saptaji edition, through its Instagram account @millssportid. The use of Bayu Saptaji, who is perceived to have passed his peak athletic career, raises questions regarding the effectiveness of such advertising in influencing consumers’ purchase intention. This study aims to examine the effectiveness of the advertisement of Mills Voltasala Pro Apex BBS Elite futsal shoes on the purchase intention of Instagram followers. This study employs a quantitative explanatory approach. Data were collected from 204 respondents using a purposive sampling technique through an online questionnaire. Advertising effectiveness was measured based on the A-T-R Theory (Awareness, Trial, and Reinforcement), while purchase intention was assessed through transactional, referential, preferential, and exploratory dimensions. Data analysis was conducted using simple linear regression with the assistance of SPSS Statistics version 23. The results indicate that the advertisement is effective and has a positive influence of 62.5% on purchase intention, while the remaining 37.5% is influenced by other factors beyond this study. These findings suggest that advertisements featuring futsal athletes who have passed their peak careers remain effective in stimulating purchase intention. This study contributes to the development of digital marketing communication strategies for local sports brands.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411076] [Pembimbing: Ana Kuswanti] [Penguji 1: Damayanti] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Advertising effectiveness, Instagram, Purchase intention
Subjects: H Social Sciences > H Social Sciences (General)
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: HAFIZH MUMTAZ
Date Deposited: 16 Mar 2026 07:11
Last Modified: 16 Mar 2026 07:11
URI: http://repository.upnvj.ac.id/id/eprint/42599

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