Hubungan Antara Promosi melalui Instagram dengan Minat Beli Produk Asbhoel Kalangan Mahasiswa Unisba 2017

Abstract

Abstract. Now many businesses are using social media accounts to promote their products. Business people must pay attention to the use of social media in promoting their products to suit their target market so that the message given is effective, efficient and fulfills the purpose of its use. One of the social media that is often used is Instagram, which is an application that allows users to share photos, videos, and messages with other users. This study discusses how the relationship of promotion through Instagram affects consumer buying interest. The business product in this research is Asbhoel, which is a clothing line business. The purpose of this study was to determine the relationship between promotions through Instagram and the buying interest of active Unisba students 2017. The benefits of this research are to provide information to startups to assess aspects of effective social media to promote their products in order to reach target consumers and increase consumer buying interest. The research method used is a quantitative method through a questionnaire data collection technique with a correlational study approach. The research subjects are active students of Bandung Islamic University class 2017. The theory used is Marketing Mix Theory with Social Media Marketing (4C) dimensions. Data collection techniques using interviews and questionnaires. The sampling method is Proportionate Stratified Random Sampling with a total of 96 respondents. The data analysis method used is the validity test and the reliability test with statistical analysis using the SPSS version 25 application. This study shows that the connection aspect has a strong and positive relationship compared to other aspects. Indicators in this aspect include questions and answers on Live Vidio (Live Broadcasts) where there is a sustainable relationship with @asbhoel followers. The results of this study indicate that there is a significant relationship between promotions through Instagram and the purchase intention of prospective consumers of Asbhoel products, with a Spearman Rank correlation coefficient of 0.678, meaning that the relationship between promotions through Instagram and purchase intentions of Asbhoel products is strong.

Keywords: Promotion, Purchase Interest, Social Media (4C)

Abstrak. Kini banyak bisnis yang memanfaatkan akun media sosial untuk mempromosikan produknya. Pelaku bisnis harus memperhatikan kegunaan media sosial dalam promosikan produknya agar sesuai dengan target pasarnya sehingga pesan yang diberikan efektif, efisien dan memenuhi tujuan dari penggunaannya. Salah satu media sosial yang sering digunakan adalah Instagram, yaitu sebuah aplikasi yang memungkinkan penggunanya untuk berbagi foto, video, dan pesan dengan pengguna lain. Studi ini membahas bagaimana hubungan promosi melalui Instagram yang mempengaruhi minat beli konsumen. Produk bisnis dalam penelitian ini adalah Asbhoel, yang merupakan usaha clothing line. Metode penelitian ini menggunakan metode kuantitatif dengan studi korelasional. Subjek penelitiannya adalah mahasiswa aktif Universitas Islam Bandung angakatan 2017. Teori yang digunakan adalah Teori Bauran Pemasaran dengan dimensi Social Media Marketing (4C). Teknik pengumpulan data menggunakan wawancara dan koesioner. Metode pengambilan sampel adalah Proportionate Stratified Random Sampling dengan jumlah responden sebanyak 96 orang responden. Metode analisis data yang digunakan adalah uji validitas dan uji reabilitas dengan analsis statistik menggunakan aplikasi SPSS versi 25. Hasil penelitian ini menunjukan bahwa terdapat hubungan yang signifikan antara promosi melalui Instagram dengan minat beli calon konsumen produk Asbhoel, dengan koefisien korelasi Rank Spearman 0,678 artinya hubungan antara promosi melalui Instagram dengan minat beli produk Asbhoel pada hubungan yang kuat.

Kata Kunci: Promosi, Minat Beli, Media  Sosial (4C)