| dc.contributor.advisor | Rahmasari, Liisa Firhani | |
| dc.contributor.author | NURLELA, CONY | |
| dc.date.accessioned | 2025-08-12T03:34:24Z | |
| dc.date.available | 2025-08-12T03:34:24Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/168775 | |
| dc.description.abstract | Perkembangan teknologi digital mendorong perusahaan untuk memanfaatkan media sosial sebagai sarana promosi yang lebih interaktif dan personal. PT Citronello Body Shop merupakan perusahaan lokal yang menggunakan Instagram sebagai platform utama dalam menjalankan strategi pemasaran digital. Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran digital melalui Instagram terhadap keputusan pembelian konsumen. Penelitian menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data diperoleh dari 100 responden melalui kuesioner online. Hasil penelitian menunjukkan bahwa variabel strategi pemasaran digital melalui Instagram, yang diukur melalui indikator frekuensi posting, interaksi, kualitas konten, dan daya tarik konten, berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen, yang diukur melalui lima indikator perilaku pembelian. Nilai R² sebesar 0,648 menunjukkan bahwa sekitar 65% variasi keputusan pembelian dijelaskan oleh strategi pemasaran digital. Temuan ini memberikan masukan strategis dalam pengembangan promosi digital yang lebih efektif. | |
| dc.description.abstract | The advancement of digital technology has encouraged companies to utilize social media as a more interactive and personalized promotional tool. PT Citronello Body Shop is a local company that uses Instagram as its main platform for digital marketing strategies. This study aims to analyze the influence of digital marketing strategy through Instagram on consumer purchase decisions. A quantitative method was employed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. Data were collected from 100 respondents through an online questionnaire. The results show that the digital marketing strategy variable—measured by posting frequency, interaction, content quality, and content attractiveness—has a positive and significant effect on consumer purchase decisions, which were measured by five behavioral indicators. The R² value of 0.648 indicates that approximately 65% of the variance in purchase decisions is explained by the Instagram-based digital marketing strategy. These findings provide strategic input for optimizing digital marketing effectiveness. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Strategi Pemasaran Digital melalui Instagram terhadap Keputusan Pembelian Konsumen di PT Citronello Body Shop | id |
| dc.title.alternative | The Influence of Digital Marketing Strategy through Instagram on Consumer Purchase Decisions at PT Citronello Body Shop | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | Instagram | id |
| dc.subject.keyword | Keputusan pembelian | id |
| dc.subject.keyword | pemasaran digital | id |
| dc.subject.keyword | SEM-PLS | id |
| dc.subject.keyword | Digital marketing | id |
| dc.subject.keyword | instagram | id |
| dc.subject.keyword | purchase decision | id |
| dc.subject.keyword | SEM-PLS | id |
