Pengaruh Pemasaran Melalui Media Sosial Instagram Heavenly Blush Terhadap Respon Khalayak ( Pengikut Akun Instagram Heavenly Blush )

Reskita Arasy Purnama, Dedi Kurnia Syah Putra

Abstract

ABSTRAK

Penelitian ini dilakukan untuk mengetahui Pengaruh Pemasaran Media Sosial pada Respon Khalayak. Tujuan Untuk mengukur tingkat pengaruh Pemasaran Media Sosial (Instagram) terhadap Respon Khalayak pada Produk Heavenly Blush.
Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian eksplanatif. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linear sederhana.
Hasil penelitian menunjukan bahwa Pemasaran Media Sosial Heavenly berpengaruh signifikan terhadap respon khalayak pada followers akun Instagram Heavenly Blush. Hal ini dibuktikan melalui hasil uji hipotesis (uji-t) variabel sosial media marketing terhadap respon khalayak sebesar 10,632 dan nilai p-value (Sig.) sebesar 0,000. Dikarenakan nilai thitung lebih besar dari nilai ttabel (10,632 > 1,984) dan nilai signifikansi 5% artinya social media marketing berpengaruh signifikan terhadap respon khalayak pada followers akun Instagram Heavenly Blush. Hal ini menunjukkan bahwa variabel respon khalayak pada followers akun Instagram Heavenly Blush mampu dipengaruhi oleh social media marketing dengan total kontribusi sebesar 53,6% sedangkan sisanya sebesar 46,4% merupakan pengaruh atau kontribusi dari faktor lain yang tidak diteliti diluar penelitian.
Kata kunci: Sosial Media Marketing, Respon Khalayak .
ABSTRACT

This study was conducted to determine the effect of Social Media Marketing on Audience Responses. The aim is to measure the level of influence of Social Media Marketing (Instagram) on the Audience Response to Heavenly Blush Products.
This study uses quantitative methods with explanatory research types. The data analysis technique used is descriptive analysis and simple linear regression analysis.
The results of the study show that Heavenly Social Media Marketing has a significant effect on audience response to Heavenly Blush Instagram account followers. This is evidenced through the results of hypothesis testing (t-test) social media marketing variables on audience responses of 10,632 and p-value (Sig.) Of 0,000. Because the value of tcount is greater than
ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.2 Agustus 2019 | Page 5093
the value of ttable (10,632> 1,984) and the significance value of 5% means that social media marketing has a significant effect on the response of audiences to followers of the Instagram account Heavenly Blush. This shows that the audience response variable on followers of Heavenly Blush's Instagram account is able to be influenced by social media marketing with a total contribution of 53.6% while the remaining 46.4% is the influence or contribution of other factors not examined outside of research.
Keywords: Social Media Marketing, Audience Response.

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