PENGARUH PROMOSI KOIN SOCIAL MEDIA MARKETING INSTAGRAM @LINEWEBTOON.ID TERHADAP MINAT BELI

Hasna Nadhifa Riantri, . (2026) PENGARUH PROMOSI KOIN SOCIAL MEDIA MARKETING INSTAGRAM @LINEWEBTOON.ID TERHADAP MINAT BELI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

LINE Webtoon Indonesia is a provider of both free and paid digital comics that can be purchased with Coins. There is significant interest in purchasing Coins, but the factors driving this interest are not yet fully understood. The Instagram account @linewebtoon.id has implemented a series of social media marketing campaigns featuring promotional content for Koin sales to boost Koin purchases. The purpose of this study is to determine the extent of the influence of the Koin promotional content in the social media marketing (X) on Instagram @linewebtoon.id on purchase intent (Y) using Kotler’s 5A Theory (aware, appeal, ask, act, and advocate). The research method used was an associative quantitative approach, involving the distribution of a questionnaire via Google Forms to collect data from 135 respondents. The data was then analyzed using SPSS version 25. The results showed that SMM had a 64% influence on purchase intent. Content creation was the dimension with the highest average score, and the “aware” stage in the 5A model was vital for instilling awareness, which in turn led to purchase intent.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910411091] [Pembimbing: Uljanatunnisa] [Penguji 1: Ana Kuswanti] [Penguji 2: Anindita Lintangdesi A]
Uncontrolled Keywords: Social Media Marketing Instagram, Purchase Intention, LINE Webtoon Indonesia, Kotler’s 5A Theory
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: HASNA NADHIFA RIANTRI
Date Deposited: 25 Aug 2026 16:01
Last Modified: 25 Aug 2026 16:01
URI: http://repository.upnvj.ac.id/id/eprint/52845

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