Analisis Pengaruh Food Photography dengan Purchase Intention di Kalangan Mahasiswa Universitas Internasional Batam

Venny, Venny (2019) Analisis Pengaruh Food Photography dengan Purchase Intention di Kalangan Mahasiswa Universitas Internasional Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Dengan berkembangnya teknologi, sosial media telah tumbuh menjadi sebuah alat yang banyak digunakan oleh perusahaan untuk mempromosikan produknya. Instagram menjadi pilihan bagi banyak perusahaan, salah satunya pada perusahaan kuliner. Dengan memanfaatkan Instagram dan Food Photography dalam pemasaran dengan bantuan dari Social Influence, peneliti tertarik untuk meneliti apakah Food Photography membawa pengaruh dalam meningkatkan minat beli mahasiswa bersama dengan faktor lain yaitu Instagram dan Social Influence. Penelitian ini dilakukan dengan menggunakan metode survei dan instrumen berupa kuesioner yang disebarkan pada Universitas Internasional Batam. Hasil penelitian menemukan bahwa Social Influence membawa pengaruh yang cukup besar dibandingkan dengan faktor lainnya yaitu Instagram dan Food Photography. ********************************************************************** Social media has grown into a tool that is widely used by companies to promote their product. Instagram is one of a choice for many companies including culinary company. By utilizing Instagram and food photography with the help of social influence, we are interested in researching whether food photography has an influence in increasing student’s buying interest along with other factors such as Instagram and Social Influence. This research was conducted by using survey method and was distributed at Universitas Internasional Batam. The result of this research is social influence brings more influence to student’s buying interest compared to other factors such as Instagram and Social Influence.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 21
Uncontrolled Keywords: Purchase Intention, Instagram, Food Photography, Social Influence, Research
Subjects: T Technology > Information technology
Divisions: School of Computer Science > Information System
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 21 Oct 2019 09:03
Last Modified: 21 Oct 2019 09:03
URI: http://repository.uib.ac.id/id/eprint/1862

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