Skripsi

PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI KOTA PALEMBANG

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The development of digital technology has driven changes in consumer behavior in seeking information and making purchasing decisions, particularly through social media. This situation requires businesses to implement effective digital marketing strategies, such as social media marketing and influencer marketing. This study aims to analyze the influence of social media marketing and influencer marketing on Instagram on the purchasing decisions of Kopi Kenangan in Palembang City. This study uses a quantitative method with an associative approach. Data was collected through a questionnaire distributed to 100 respondents who had purchased Kopi Kenangan products at least once in the last six months. The data was analyzed using IBM SPSS Statistics Version 31. The results show that social media marketing and influencer marketing, both partially and simultaneously, have a significant influence on Kopi Kenangan purchasing decisions in Palembang City.

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Detail Information

Series Title

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Call Number

T1911732025

Publisher

Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xiv, 63 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

658.872 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Ekonomi Manajemen
Social Media Marketing

Specific Detail Info

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Statement of Responsibility

KA

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