| dc.contributor.advisor | Murdianto | |
| dc.contributor.author | Silvanny, Rheisya | |
| dc.date.accessioned | 2025-08-16T02:25:29Z | |
| dc.date.available | 2025-08-16T02:25:29Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/169606 | |
| dc.description.abstract | Puspa Agro Farm sering mengalami situasi excess supply. Perusahaan juga belum optimal dalam memanfaatkan media pemasaran online, sehingga mengakibatkan kesulitan menjual produknya. Melihat perkembangan zaman yang maju, serta peningkatan penggunaan internet, dan banyaknya pengguna Instagram, maka dilakukannya pemanfaatan Instagram sebagai pemasaran online. Tujuan penelitian untuk mengidentifikasi karakteristik pengikut Instagram, menganalisis pengaruh pemasaran online terhadap keputusan pembelian, serta merumuskan implikasi manajerial yang sesuai. Metode analisis menggunakan analisis deskriptif, analisis SEM-PLS, dan analisis pendapatan parsial. Pada penelitian ini menunjukkan bahwa media sosial Instagram sebagai alat pemasaran digital memiliki pengaruh yang positif signifikan terhadap keputusan pembelian sayuran pakcoy. Analisis laporan laba rugi menunjukkan adanya peningkatan signifikan sebelum dan setelah pengembangan branding. Analisis R/C rasio mengalami kenaikan menjadi 1,45 yang dapat diartikan bahwa pengembangan branding melalui media sosial Instagram berdampak positif terhadap pendapatan. | |
| dc.description.abstract | Puspa Agro Farm often experiences excess supply situations. The company has also not been optimal in utilizing online marketing media, resulting in difficulties selling its products. Seeing the development of advanced times, as well as the increase in internet usage, and the large number of Instagram users, the utilization of Instagram as online marketing is carried out. The research objectives are to identify the characteristics of Instagram followers, analyze the effect of online marketing on purchasing decisions, and formulate appropriate managerial implications. The analysis method uses descriptive analysis, SEM-PLS analysis, and partial income analysis. This study shows that Instagram social media as a digital marketing tool has a significant positive influence on purchasing decisions for pakcoy vegetables. Income statement analysis shows a significant increase before and after branding development. The R/C ratio analysis has increased to 1,45 which means that the development of branding through Instagram social media has a positive impact on income. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Media Sosial Instagram sebagai Digital Marketing terhadap Keputusan Pembelian Pakcoy pada Puspa Agro Farm | id |
| dc.title.alternative | The Effect of Instagram Social Media as Digital Marketing on Pakcoy Purchasing Decisions at Puspa Agro Farm | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Instagram | id |
| dc.subject.keyword | online marketing | id |
| dc.subject.keyword | Promotion | id |
| dc.subject.keyword | Purchase Decision | id |
| dc.subject.keyword | Puspa Agro Farm | id |
