Analisis Pengaruh Sosial Media Instagram Terhadap Niat Pembelian Gym Supplement Evolene

Adinata, Kurnia (2022) Analisis Pengaruh Sosial Media Instagram Terhadap Niat Pembelian Gym Supplement Evolene. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Social Media Marketing (SMM) adalah pemasaran yang menggunakan media sosial sebagai wadah berkembangnya. SMM dapat menjangkau semua lapisan masyarakat tergantung dengan target pasar yang dituju oleh sang pemasar. Penelitian ini membahas sektor fitness industry dari kacamata pemasaran sosial media yaitu Instagram, karena Instagram adalah salah satu sosial media yang paling cocok digunakan untuk memasarkan suatu produk. Fitness industry jarang sekali dilirik oleh khalayak umum, padahal fitness industry tidak bisa dipisahkan dari industri kesehatan itu sendiri. Industri gym supplement adalah salah satu bagian dari fitness industry. Berdasarkan laporan dari Mordor intelligence di tahun 2020, Industri gym supplement Indonesia memiliki cakupan pasar yang cukup besar yaitu sekitar 637 juta USD, sayangnya potensi pasar sebesar itu masih didominasi oleh brand impor dan brand lokal yang bergerak didalamnya masih sangat sedikit padahal pasar yang dapat dijamah cukup besar. Tujuan dari penelitian ini adalah untuk meningkatkan pemahaman tentang anteseden pemasaran social media Instagram dan pengaruhnya terhadap niat beli gym supplement, serta pengaruh mediasi Brand equity dan Customer Relationship pada hubungan ini. Data dikumpulkan secara online dari 206 pengguna media social Instagram di Indonesia. Model penelitian diuji secara empiris menggunakan pemodelan persamaan structural (SEM). Penelitian ini akan menggunakan software IBM SPSS 25 dan AMOS dalam melakukan analisis SEM. Temuan dari penelitian ini adalah variabel Customer Relationship dapat memediasi hubungan antara SMM dan purchase intention, sedangkan variabel brand equity tidak dapat memediasi hubungan keduanya. Implikasi yang dapat diberikan kepada pihak evolene maupun produsen gym supplement adalah melakukan riset terlebih dahulu pada pengikut akun Instagram untuk mengetahui demografi maupun preferensi para pengikut serta memaksimalkan proses pengembangan akun Instagram baik dengan membuat konten, strategi maupun kerjasama dengan berbagai pihak yang sesuai dengan preferensi para pengikut akun Instagram.
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Social Media Marketing (SMM) is marketing that uses social media as a place for its development. SMM can reach all levels of society depending on the target market intended by the marketer. This study discusses the fitness industry sector from the point of view of social media marketing, namely Instagram, because Instagram is one of the most suitabel social media used to market a product. The fitness industry is rarely seen by the general public, even though the fitness industry cannot be separated from the health industry itself. The gym supplement industry is one part of the fitness industry. Based on a report from Mordor intelligence in 2020, the Indonesian gym supplement industry has a fairly large market coverage of around 637 million USD, unfortunately the market potential of that size is still dominated by imported brands and local brands operating in it are still very few even though the market that can be touched is quite large. big. The purpose of this study is to increase understanding of the antecedents of Instagram social media marketing and its effect on purchase intention of gym supplements, as well as the mediating effect of Brand equity and Customer Relationship on this relationship. Data was collected online from 206 social media users in Indonesia. The research model was tested empirically using structural equation modeling (SEM). This research will use IBM SPSS 25 and AMOS software in conducting SEM analysis. The findings of this study are that the Customer Relationship variabel can mediate the relationship between QMS and purchase intention, while the brand equity variabel cannot mediate the relationship between the two. The implications that can be given to evolene and gym supplement producers are to do research first on followers of Instagram accounts to find out the demographics and preferences of followers and maximize the process of developing Instagram accounts either by creating content, strategies or collaborating with various parties that are in accordance with the preferences of followers. Instagram account.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Pemasaran Sosial Media, Ekuitas Merek, Hubungan Konsumen, Niat Bel, Social Media Marketing (SMM), Brand equity, Customer Relationship, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	21 Oct 2025 02:08
Last Modified:	21 Oct 2025 02:08
URI:	http://repository.its.ac.id/id/eprint/128629

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