GDL

Analysis Of Purchase Intention Fashion Product Through social media Instagram During the Covid-19 Pandemic (Study on Consumers in Bandung Raya)

Tugas Akhir, 050 / 2021 / ABS
Undergraduate Theses from JBPTPPOLBAN / 2023-04-26 12:44:11
Oleh : Putri Sandini Ramdani - 185211055 (putrisandinir06@gmail.com)
Dibuat : 2023-04-26, dengan 4 file

Keyword : Belanja online, Pandemi Covid-19, minat beli, Instagram, fashion
Subjek : Online shopping, Covid-19 Pandemic, Purchase Intention, Instagram, fashion

Belanja online (daring) adalah kegiatan yang sudah sangat melekat dalam kehidupan masyarakat saat ini. Apalagi dalam kondisi saat ini, dimasa Pandemi Covid-19 yang menyebabkan kebanyakan kegiatan manusia di luar rumah menjadi sangat terbatas. Di era modern ini, tahun 2021 masyarakat memanfaatkan perkembangan teknologi informasi dan komunikasi dalam berbelanja melalui internet. Konsumen dapat melihat dengan sangat mudah objek gambar produk tersebut yang ingin dibeli beserta segala informasi mengenai produk tersebut, apalagi produk fashion yang banyak peminatnya. Tempat berjualan tersebut dapat ditemukan di Online Shop dan media lainnya. Salah satu tempat online shop adalah Instagram. Selain untuk bersosialisasi, saat ini berbelanja juga bisa melalui Instagram, apalagi produk yang sering dicari yaitu produk fashion, hal tersebut menjadikan peneliti membuat judul penelitian “Analisis Minat Beli Produk Fashion Melalui Media Sosial Instagram Selama Masa Pandemi Covid-19 (Studi pada Konsumen di Bandung Raya)”. Penelitian ini memilki tujuan untuk mengetahui minat beli dalam produk fashion melalui platfrom sosial Instagram di Bandung Raya selama masa Pandemi Covid-19. Minat beli diukur menggunakan empat indikator menurut Ferdinand (2006), yaitu minat referensial, minat eksploratif, minat transaksional, serta minat preferensial. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif dengan melibatkan 100 orang responden yang pernah setidaknya satu kali atau lebih melakukan pembelian produk fashion selama masa Pandemi Covid-19 melalui media sosial Instagram. Pengolahan data penelitian menggunakan aplikasi SPSS. Berdasarkan hasil analisis statistik deskkriptif, dapat diketahui bahwa minat beli dalam platform Instagram terhadap produk fashion termasuk dalam kategori baik, Hal tersebut dapat disimpulkan bahwa minat beli produk fashion melalui media sosial Instagram selama masa Pandemi Covid-19 meningkat. Hasil statistik juga memperlihatkan bahwa dimensi yang memiliki mean paling tinggi adalah minat eksploratif, sedangkan yang paling rendah adalah dimensi minat preferensial. Kata kunci: Belanja online, Pandemi Covid-19, minat beli, Instagram, fashion.

Deskripsi Alternatif :

Online shopping is an activity that is very inherent in people's lives today. Especially in the current conditions, during the Covid-19 Pandemic, which causes most human activities outside the home to be very limited. In this modern era, in 2021 people will take advantage of the development of information and communication technology in shopping via the internet. Consumers can see very easily the object image of the product they want to buy along with all information about the product, especially fashion products that are in high demand. Places to sell can be found in the Online Shop and other media. One of the online shop places is Instagram. In addition to socializing, currently shopping can also be done through Instagram, especially products that are often sought after, namely fashion products, this makes the researchers make the research title "Analysis of Interest in Buying Fashion Products Through Instagram Social Media During the Covid-19 Pandemic (Study on Consumers in Bandung Raya)". This study aims to determine buying interest in fashion products through the Instagram social platform in Greater Bandung during the Covid-19 Pandemic. Buying interest is measured using four indicators according to Ferdinand (2006), namely referential interest, exploratory interest, transactional interest, and preferential interest. The research method used is a quantitative method with a descriptive approach involving 100 respondents who have purchased at least one or more fashion products during the Covid-19 pandemic through Instagram social media. Research data processing using SPSS application. Based on the results of descriptive statistical analysis, it can be seen that the interest in buying on the Instagram platform for fashion products is in the good category. It can be concluded that the interest in buying fashion products through Instagram social media during the Covid-19 Pandemic has increased. Statistical results also show that the dimension that has the highest mean is exploratory interest, while the lowest is the dimension of preferential interest. Keywords: Online shopping, Covid-19 Pandemic, Purchase Intention, Instagram, fashion.

Beri Komentar ?#(0) | Bookmark

Properti	Nilai Properti
ID Publisher	JBPTPPOLBAN
Organisasi
Nama Kontak	Erlin Arvelina
Alamat	Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
Kota	Bandung
Daerah	Jawa Barat
Negara	Indonesia
Telepon	022 201 3789 ext. 168, 169, 239
Fax	022 201 3889
E-mail Administrator	erlin.arvelina@polban.ac.id
E-mail CKO	erlin.arvelina@polban.ac.id