| dc.contributor.advisor | Riswandi, Dadang Iwan | |
| dc.contributor.author | HOIRONNISA, ULYA | |
| dc.date.accessioned | 2025-08-23T04:14:35Z | |
| dc.date.available | 2025-08-23T04:14:35Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/170165 | |
| dc.description.abstract | Asep Rabbit Project merupakan perusahaan yang bergerak di bidang peternakan
dengan fokus utama pada penjualan kelinci. Perusahaan menghadapi kendala berupa
jumlah kunjungan yang kurang meningkati pendapatan akibat pemanfaatan media sosial
yang belum optimal. Penelitian ini bertujuan untuk mengidentifikasi karakteristik
konsumen serta menganalisis pengaruh media sosial Instagram terhadap minat
berkunjung dan peningkatan penjualan. Data dikumpulkan melalui penyebaran
kuesioner kepada 97 pengikut akun Instagram @aseprabbitprojectlembang. Metode
yang digunakan dalam penelitian ini mencakup analisis deskriptif, metode SEM-PLS
dengan pendekatan Structural Equation Modeling Partial Least Square, serta analisis
keuangan menggunakan R/C Ratio. Hasil penelitian menunjukkan bahwa media sosial
Instagram memiliki dampak signifikan terhadap minat berkunjung ke peternakan Asep
Rabbit Project. Nilai R/C Ratio yang diperoleh sebesar 3,6, yang mengindikasikan
bahwa aktivitas branding melalui Instagram @aseprabbitprojectlembang memberikan
pengaruh positif terhadap peningkatan pendapatan perusahaan Asep Rabbit Project. | |
| dc.description.abstract | Asep Rabbit Project is a livestock company primarily focused on rabbit sales.
The company faces challenges in increasing visitor numbers and revenue due to the
suboptimal use of social media. This research aims to identify consumer characteristics
and analyze the influence of Instagram social media on visit interest and sales growth.
Data were collected through questionnaires distributed to 97 followers of the Instagram
account @aseprabbitprojectlembang. The methods used in this study include descriptive
analysis, the SEM-PLS method with a Structural Equation Modeling Partial Least
Square approach, and financial analysis using the R/C Ratio. The results show that
Instagram has a significant impact on visit interest to the Asep Rabbit Project farm. The
R/C Ratio value obtained is 3.6, indicating that branding activities through the Instagram
account @aseprabbitprojectlembang have a positive effect on the company's revenue
growth. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Media Sosial Instagram terhadap Minat Berkunjung Masyarakat ke Peternakan Asep Rabbit Project Bandung Barat | id |
| dc.title.alternative | The Influence of Instagram Social Media on Public Visit Interest to Asep Rabbit Project Farm Bandung Barat | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Instagram | id |
| dc.subject.keyword | rabbit | id |
| dc.subject.keyword | SEM- PLS | id |
| dc.subject.keyword | social media | id |
