ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPENGARUH EFEKTIVITAS IKLAN MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PISANG NUGGET BANANABIM (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Tadulako Di Kota Palu) |
| Nama: NABILA ZULCHAIRINI |
| Tahun: 2020 |
| Abstrak This study aims to determine the effectiveness of Bananabim banana nugget’s social media advertisement in Palu City based on EPIC Model analysis and its effect on purchasing decisions simultaneously and partially through Multiple Linear Regression Analysis. The samples in this study were taken as many as 55 respondents with accidental sampling technique. Data collection in this study uses a questionnaire method that is distributed online via Google form. The data analysis methods used in this study are EPIC Model and Multiple Linear Regression Analysis. Data processing uses SPSS software version 21 for windows. The results of the analysis based on the EPIC Model revealed that Bananabim banana nugget’s social media advertisement in Palu was considered effective in introducing its products to the Faculty of Economics and Business of Tadulako University’s students. The results of Multiple Linear Regression Analysis through simultaneous hypothesis testing shows that the results of the analysis of the four variables namely empathy, persuasion, impact and communication simultaneously have a significant effect on the decision of the Faculty of Economics and Business of Tadulako University’s students in purchasing Bananabim banana nugget in Palu City. Partial hypothesis testing shows that the four variables studied each partially significantly influence the decision of the Faculty of Economics and Business of Tadulako University’s students in purchasing Bananabim banana nugget in Palu City. Keywords: Advertisement Effectiveness, EPIC Model, Instagram, Purchasing Decisions |