Salsabila, Nurul (2025) PENGARUH SOSIAL MEDIA MARKETING INSTAGRAM @helaibynuk DAN BRAND IMAGE TERHADAP MINAT PEMBELIAN PRODUK HELAI BY NUK. Undergraduate thesis, Universitas Islam Sultan Agung Semarang.

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Abstract

The research was motivated by changes in buying and selling transactions due to
increasingly advanced technological developments and the emergence of several
social media which were finally collaborated with the marketing process of each
company. The Helai by NUK brand is a Muslim fashion producer that utilizes the
Instagram social media @helaibynuk as a marketing and branding process for the
company. The purpose of the study was to determine the positive influence between
Instagram social media marketing @helaibynuk and brand image on the purchase
interest of Helai by NUK products on 93 followers. The research method uses
quantitative descriptive with a positivism paradigm and uses the AISAS theory.
The results of the study prove that the t-test of social media marketing Instagram
@helaibynuk has a positive effect on the interest in purchasing Helai by NUK
products, proven by a significance value of 0.01, meaning <0.05 and a calculated t
value> t table, which is 3.462> 1.986. Brand image has a positive effect on the
interest in purchasing Helai products with NUK, proven by a significance value of
0.01, meaning <0.05 and a calculated t value> t table, which is 4.735> 1.986. The
f-test of social media Instagram @helaibynuk and brand image has a positive effect
on the interest in purchasing Helai products with NUK, proven by a significance
value of 0.01, meaning <0.05 and a calculated f value> f table, which is 86.337>
3.09. The coefficient of determination is 0.657. The limitations of the study are that
it only focuses on the Instagram social media platform and the respondents' answers
which allow them to answer are less representative of all respondents.
Keywords: Instagram Social Media Marketing, Brand Image, Purchase
Interest

Dosen Pembimbing:	MULYADI, URIP | nidn0608109001
Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Ilmu Komunikasi Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User:	Pustakawan 4 UNISSULA
Date Deposited:	08 May 2025 04:20
URI:	https://repository.unissula.ac.id/id/eprint/40397

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