Pengaruh Brand Image, Variasi Produk dan Social Media Marketing Instagram Terhadap Minat Beli Yogurt Cimory pada Mahasiswa di Kecamatan Sukolilo Surabaya. (The Influence of Brand Image, Product Variation, and Instagram Social Media Marketing on the Purchase Intention of Cimory Yogurt Among Students in Sukolilo District, Surabaya).

Cahyarani, Aylsa Fidela (2025) Pengaruh Brand Image, Variasi Produk dan Social Media Marketing Instagram Terhadap Minat Beli Yogurt Cimory pada Mahasiswa di Kecamatan Sukolilo Surabaya. (The Influence of Brand Image, Product Variation, and Instagram Social Media Marketing on the Purchase Intention of Cimory Yogurt Among Students in Sukolilo District, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Yogurt Cimory adalah produk susu fermentasi yang mengandung probiotik dan diproduksi oleh PT. Cisarua Mountain Dairy, sebuah perusahaan yang didirikan pada tahun 1993 dengan fokus pada produk makanan dan minuman premium. Penelitian ini bertujuan untuk menganalisis pengaruh brand image, variasi produk, dan social media marketing terhadap minat beli Yogurt Cimory di kalangan mahasiswa di sekitar Kecamatan Sukolilo Surabaya. Penelitian menggunakan metode purposive sampling dengan 100 responden mahasiswa yang belum pernah membeli Yogurt Cimory. Data dikumpulkan melalui kuisioner dan dianalisis menggunakan analisis regresi berganda dengan bantuan SPSS versi 26. Uji validitas dan reliabilitas menunjukkan bahwa semua indikator valid dan reliabel, sementara uji asumsi klasik memastikan bahwa model regresi memenuhi persyaratam statistik. Hasil penelitian menunjukkan bahwa secara parsial, brand image berpengaruh positif tetapi tidak signifikan terhadap minat beli, sedangkan variasi produk dan social media marketing Instagram memiliki pengaruh positif dan signifikan terhadap minat beli dengan konstribusi sebesar 89,2% (nilai determinasi). Penelitian ini menggarisbawahi bahwa pentingnya variasi produk dan strategi pemasaran melalui media sosial dalam meningkatkan minat beli.

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