ANALISA IKLAN MELALUI FITUR INSTAGRAM ADS TERHADAP MINAT BELI KONSUMEN FROZEN FOOD
Abstract
ABSTRAK
Penelitian ini bertujuan untuk menguji indikator fitur Instagram ads yang paling mempengaruhi ketertarikan konsumen terhadap promosi produk frozen food. Populasi penelitian ini adalah seluruh mahasiswa Fakultas Ekonomi dan Bisnis Universitas Pakuan, di Bogor, Jawa Barat. Jumlah sampel penelitian ditentukan menggunakan model Slovin dan diperoleh 100 sampel. Pemilihan sampel menggunakan metode non-probability sampling. Pengumpulan data menggunakan metode penyebaran kuesioner. Metode analisis data menggunakan analisis validitas, reliabilitas dan analisis deskriptif. Hasil penelitian menunjukkan nilai rata-rata tertinggi adalah pada indikator gambar dan promosi penjualan dengan masing-masing nilai rata-ratanya adalah 88% dan 86,3%. Bagi para pelaku usaha frozen food yang menggunakan fitur Instagram ads untuk beriklan perlu mempersiapkan desain iklan dengan gambar yang jelas dan visualisasi yang menarik. Selain itu perlu juga untuk disiapkan strategi promosi penjualan yang menarik dan kompetitif untuk ditampilkan pada saat beriklan menggunakan Instagram ads.
ABSTRACT
This study aims to examine the indicators of Instagram ads features that most influence consumer interest in the promotion of frozen food products. The population of this study were all students of the Faculty of Economics and Business, Pakuan University, in Bogor, West Java. The number of research samples was determined using the Slovin model and 100 samples were obtained. Sample selection using non-probability sampling method. Collecting data using the method of distributing questionnaires. Methods of data analysis using analysis of validity, reliability and descriptive analysis. The results showed that the highest average value was on the image and sales promotion indicators with the respective average values being 88% and 86.3%. For frozen food business actors who use the Instagram ads feature to advertise, they need to prepare an ad design with clear images and attractive visualizations. In addition, it is also necessary to prepare an attractive and competitive sales promotion strategy to be displayed when advertising using Instagram ads.
Keywords
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https://wearesocial.com/digital-2020 (diakses pada Januari 2021)
DOI: 10.34203/jimfe.v8i1.5280
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