Shafa, Gantari (2024) Pengaruh Terpaan Promosi Online Instagram Terhadap Loyalitas Konsumen Pada Sambal Bu Rudy (Survei Pada Followers Instagram @pusol.burudy). (The Influence of Online Instagram Promotional Exposure on Consumer Loyalty Towards Sambal Bu Rudy (Survey on Instagram Followers @pusol.burudy)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze the influence of online promotional exposure through Instagram on consumer loyalty toward Sambal Bu Rudy products. Online promotional exposure is measured using the variable indicators of frequency, attention, and duration in advertising and sales promotion on the Instagram account @pusol.burudy. Consumer loyalty is measured through indicators such as repeat purchases, product recommendations to others, and disinterest in competing products. This research adopts a quantitative method, utilizing primary data obtained through surveys using questionnaires, interviews, and observations, as well as secondary data from relevant documentation. Data analysis is conducted using classical assumption tests, multiple linear regression tests, determination coefficient tests, and hypothesis testing to measure the influence of online promotional exposure variables (independent) on variables of consumer loyalty (dependent), both simultaneously and partially. The findings of this study indicate that online promotional exposure through Instagram @pusol.burudy significantly influences consumer loyalty. The linear regression analysis shows that the frequency, duration, and attention to online promotions contribute positively to consumer loyalty. Most respondents agreed that they are regularly exposed to advertising and sales promotion content, paying attention to the content offered, and engaging for a sufficient duration. Loyalty is reflected in the high levels of repeat purchases, willingness to recommend the product to others, and disinterest in competing products. This study emphasizes the effectiveness of online promotions as a strategy to enhance consumer loyalty, supported by the stimulus response (S-R) theory, which states that the stimulus in the form of online promotional exposure on Instagram @pusol.burudy influences the response in the form of consumer loyalty toward Sambal Bu Rudy products.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Online Promotional Exposure, Consumer Loyalty, Instagram |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152100213 Gantari Shafa |
| Date Deposited: | 09 Mar 2002 17:05 |
| Last Modified: | 09 Mar 2002 17:05 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/36029 |
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