KURNIAJI, RIO MERANTIKA (2022) The Influence of Online Social Media Instagram on Customer Purchasing Decisions (Study Case on Customer Jailbreakcafe Purwokerto). Skripsi thesis, Universitas Jenderal Soedirman.

	PDF (Cover) COVER-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Download (78kB)
	PDF (Legalitas) LEGALITAS-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Restricted to Repository staff only Download (533kB)
	PDF (Abstrak) ABSTRAK-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Download (179kB)
	PDF (BabI) BAB-I-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Restricted to Repository staff only Download (170kB)
	PDF (BabII) BAB-II-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Restricted to Repository staff only Download (143kB)
	PDF (BabIII) BAB-III-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Restricted to Repository staff only Download (223kB)
	PDF (BabIV) BAB-IV-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Restricted to Repository staff only Download (436kB)
	PDF (BabV) BAB-V-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Restricted to Repository staff only Download (143kB)
	PDF (DaftarPustaka) DAFTAR PUSTAKA-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Download (142kB)
	PDF (Lampiran) LAMPIRAN-RIO MERANTIKA KURNIAJI-C1H015044-Skripsi-2022.pdf Restricted to Repository staff only Download (786kB)

Abstract

This study aims to analyze the effect of content creation, content sharing, connecting, and community building on purchasing decisions at JAILBREAKCAFE Purwokerto. This study also uses a quantitative approach with a total sample of 96 respondents. Furthermore, the instruments used in this research are questionnaires and literature studies. Analysis of the data used in this study is SPSS. The results showed that: 1) content creation had a positive effect on purchasing decisions at Jailbreakcafe with a t value of 2.105 and a significance value of 0.038 < 0.05 and a t value of 2.105> t-table value 1.986; 2) content sharing has no effect or negative effect on purchasing decisions at Jailbreakcafe with a significance value of 0.831 > 0.05 and a t value of -0.215 < t-table value of 1.986; 3) connection does not have a negative effect on purchasing decisions at Jailbreakcafe with a significance value of 0.143 > 0.05 and a t value of 1.174 < t-table value of 1.986; 4) community building has a positive effect on purchasing decisions at the Jailbreakcafe with a significance value of 0.000 < 0.05 and a t value of 4.102 > a t-table value of 1.986. Next for the adjusted R2 test with a result of 0.613 or 61.30 percent. This shows that the variables of content creation, content sharing, connection, community building only affect the purchasing decision by 61.30 percent, while 38.70 percent are influenced by other variables not examined in this study

Actions (login required)

View Item