Pengaruh Promosi Penjualan Starbcuks Terhadap Implusive Buying Pada Masa Pandemi Covid 19 (Survei Pada Followers Instagram @StarbucksIndonesia)

Fhaisal Febriansah, . (2022) Pengaruh Promosi Penjualan Starbcuks Terhadap Implusive Buying Pada Masa Pandemi Covid 19 (Survei Pada Followers Instagram @StarbucksIndonesia). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

THE EFFECT OF STARBUCKS PROMOTION ON IMPLUSIVE BUYING DURING THE COVID-19 PANDEMIC (Survey of Instagram Account Followers @starbucksIndonesia) Fhaisal Febriansah Abstract The tight competition in the coffee business encourages companies to continue to compete through certain promotions so that certain products marketed can reach consumers, especially during the Covid-19 pandemic as a result of the social distancing policy imposed by the government. Although the Covid-19 pandemic has had an impact on the decline in overall consumption of goods, the consumption coffee business has not had much effect. Starbucks carried out various promotions to increase sales, one of which was bold. The object of this research is the Starbucks Indonesia account. The purpose of this paper is to identify the effect of promotions carried out by Starbucks through Instagram social media on online impulse buying, by conducting research on followers of the @starbucksindonesia account on Instagram. The author uses the Theory of Individual Differences (Individual Differences) by Melvin DeFelur in answering the problem. The population at this writing is Instagram followers of Starbucks Indonesia (@StarbucksIndonesia) who buy impulsively. The sampling technique that will be used by the researcher is using non-probability sampling with the number of samples based on considerations using the Taro Yaman formula as many as 100 respondents. The data was obtained through a questionnaire distributed online in the form of a Google Form. This type of research is carried out using an explanatory research type with a quantitative approach. The test data used validity and reliability tests. The data analysis method used is simple regression test, coefficient of determination test, partial test (t test) as an analysis of research hypotheses. The results of the discovery of a simple regression equation Y = 6.094 + 0.599X with the conclusion that sales promotions have a positive and significant effect on impulse buying. This means that if Starbucks Indonesia's sales promotion is good, it will increase consumer impulse purchases at Starbucks Indonesia during the Covid-19 pandemic. Keywords: Promotion, Impulse Buying, Promotion, Starbucks Indonesia.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810411071] [Pembimbing: Dr. Retno Dyah Kusumastuti] [Penguji 1: Maria Febiana Christianti, M.Si.] [Penguji 2: Ratu Nadya Wahyuningratna,S.I.Kom, MM]
Uncontrolled Keywords: Promotion, Implusive Buying, Starbucks Indonesia
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Fhaisal Febriansah
Date Deposited: 28 Jun 2022 17:13
Last Modified: 28 Jun 2022 17:13
URI: http://repository.upnvj.ac.id/id/eprint/15903

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