Pengaruh Iklan Media Sosial Instagram terhadap Niat Beli Konsumen pada Perusahaan Jasa Travel ZTRANS Shuttle
DOI:
https://doi.org/10.36805/h2tmm967Keywords:
Social Media Advertising, Instagram, Consumer Purchase Intention, ZTRANS ShuttleAbstract
Penelitian ini mengkaji pengaruh iklan media terhadap niat beli konsumen pada perusahaan jasa travel ZTRANS Shuttle. Latar belakang penelitian ini adalah perkembangan teknologi digital yang mengubah cara perusahaan memasarkan produk dan layanan, dengan harapan iklan media sosial dapat meningkatkan niat beli konsumen, terutama pada perusahaan yang masih dalam tahap pengenalan produk. Menggunakan pendekatan kuantitatif dengan metode survei, data dikumpulkan melalui kuesioner dari 100 responden yang merupakan calon konsumen ZTRANS Shuttle. Langkah-langkah pemecahan masalah meliputi pengumpulan data, analisis statistik, dan pengujian hipotesis untuk mengukur pengaruh iklan media sosial terhadap niat beli konsumen. Hasil penelitian menunjukkan bahwa iklan media sosial memiliki pengaruh positif dan signifikan terhadap niat beli konsumen. Implikasi dari penelitian ini adalah pentingnya optimalisasi penggunaan media sosial dalam strategi pemasaran untuk meningkatkan interaksi dan daya tarik konsumen, memberikan wawasan bagi ZTRANS Shuttle dalam merumuskan strategi pemasaran yang lebih efektif di era digital.
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