| dc.contributor.advisor | Husyairi, Khoirul Aziz | |
| dc.contributor.advisor | Anggraini, Sanitianing | |
| dc.contributor.author | Khotimah, Assaidah Nurul | |
| dc.date.accessioned | 2025-07-26T06:38:38Z | |
| dc.date.available | 2025-07-26T06:38:38Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/165925 | |
| dc.description.abstract | Agroedukasi berperan penting dalam meningkatkan kesadaran masyarakat
terhadap pertanian berkelanjutan, namun PT Tanikota Agribudaya Edulestari
menghadapi fluktuasi pembelian tiket sehingga memerlukan strategi promosi yang
tepat. Penelitian ini menganalisis pengaruh Instagram Ads terhadap minat beli tiket
melalui respons afektif, serta mengidentifikasi format Ads paling efektif dan
mengkaji analisis finansial penerapannya. Metode yang digunakan adalah SEM
dengan 130 responden, analisis deskriptif dan R/C rasio. Hasilnya menunjukkan
variabel credibility, entertainment, dan informativeness berpengaruh positif
signifikan terhadap respons afektif yang meningkatkan minat beli. Format video
lebih unggul dibanding foto, R/C ratio meningkat dari 1,40 menjadi 1,86,
menandakan peningkatan keuntungan. Rekomendasi fokus pada keterlibatan
emosional dan penyajian Ads yang informatif. | |
| dc.description.abstract | Agroeducation have a crucial role in raising public awareness of sustainable
agriculture, however PT Tanikota Agribudaya Edulestari faces fluctuations in ticket
sales, requiring an effective promotional strategy. This study analyzes the influence
of Instagram Ads on ticket purchase intention through affective responses,
identifies the most effective Ads format, and examines the financial analysis of its
implementation. Using SEM with 130 respondents, descriptive analysis, and the
R/C ratio. The results show that credibility, entertainment, and informativeness
significantly positively affect affective responses, which increase purchase
intention. Video formats outperform photos, and the R/C ratio rose from 1, 40 to
1,86 indicating increased profit. Recommendations emphasize emotional
engagement and informative Ads presentation. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Instagram Ads melalui Respons Afektif terhadap Minat Beli Tiket Agroedukasi PT Tanikota Agribudaya Edulestari | id |
| dc.title.alternative | | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Affective responses | id |
| dc.subject.keyword | agroeducation | id |
| dc.subject.keyword | Instagram Ads | id |
| dc.subject.keyword | purchase intention | id |
| dc.subject.keyword | SEM | id |
