PENGARUH PENERAPAN DIGITAL MARKETING MELALUI INSTAGRAM TERHADAP PENINGKATAN JUMLAH PELANGGAN Di PT. LUCKY SHOT

Siahaan, Petrus Kennedi (2025) PENGARUH PENERAPAN DIGITAL MARKETING MELALUI INSTAGRAM TERHADAP PENINGKATAN JUMLAH PELANGGAN Di PT. LUCKY SHOT. Skripsi thesis, UNIVERSITAS SANGGA BUANA YPKP.

	Text cover.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (400kB)
	Text Lembar Pengesahan.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (687kB)
	Text Lembar Pernyataan.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (454kB)
	Text Abstrak.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (612kB)
	Text Bab I.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (798kB)
	Text SKRIPSI petrus Kennedi Siahaan 3111211059.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (4MB) | Request a copy
	Text Daftar Pustaka.pdf - Bibliography Available under License Creative Commons Public Domain Dedication. Download (550kB)
	Text hasil cek plagiarisme.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (97kB)

Abstract

vi ABSTRAK Perkembangan teknologi informasi dan komunikasi telah membawa dampak signifikan bagi dunia bisnis, terutama dalam penerapan digital marketing. Instagram menjadi salah satu platform pemasaran digital yang efektif dalam membangun interaksi dengan pelanggan serta meningkatkan brand awareness. Penelitian ini bertujuan untuk menganalisis pengaruh penerapan digital marketing melalui Instagram terhadap peningkatan jumlah pelanggan di PT. Lucky Shot, sebuah usaha billiard yang baru berdiri di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan pendekatan analisis regresi linier sederhana. Data dikumpulkan melalui kuesioner yang disebarkan kepada pelanggan PT. Lucky Shot dengan jumlah sampel sebanyak 88 responden. Variabel yang diteliti mencakup penerapan digital marketing (konten visual, interaksi, frekuensi posting, informasi produk, promosi, dan brand awareness) serta peningkatan jumlah pelanggan (frekuensi pembelian, retensi pelanggan, akuisisi pelanggan, dan kepuasan pelanggan). Hasil penelitian menunjukkan bahwa penerapan digital marketing melalui Instagram memiliki pengaruh yang signifikan terhadap peningkatan jumlah pelanggan di PT. Lucky Shot dengan kontribusi sebesar 49%. Strategi pemasaran yang lebih berfokus pada konten visual, interaksi aktif dengan pelanggan, serta promosi yang menarik dapat meningkatkan engagement dan mendorong keputusan pembelian. Oleh karena itu, PT. Lucky Shot disarankan untuk lebih mengoptimalkan penggunaan fitur Instagram, meningkatkan kualitas konten, serta memperkuat interaksi dengan audiens untuk meningkatkan efektivitas digital marketing mereka. Kata Kunci: Digital Marketing, Peningkatan Pelanggan, Pemasaran Digital, Media Sosial. vii ABSTRACT The development of information and communication technology has had a significant impact on the business world, especially in the application of digital marketing. Instagram is one of the effective digital marketing platforms in building interactions with customers and increasing brand awareness. This study aims to analyze the effect of implementing digital marketing through Instagram on increasing the number of customers at PT Lucky Shot, a newly established billiard business in Bandung. This study uses a quantitative method with a simple linear regression analysis approach. Data were collected through questionnaires distributed to customers of PT Lucky Shot with a sample size of 88 respondents. The variables studied include the application of digital marketing (visual content, interaction, posting frequency, product information, promotion, and brand awareness) and increasing the number of customers (frequency of purchase, customer retention, customer acquisition, and customer satisfaction). The results showed that the application of digital marketing through Instagram has a significant influence on increasing the number of customers at PT Lucky Shot with a contribution of 49%. Marketing strategies that focus more on visual content, active interaction with customers, and attractive promotions can increase engagement and encourage purchasing decisions. Therefore, PT Lucky Shot is advised to further optimize the use of Instagram features, improve content quality, and strengthen interactions with audiences to increase the effectiveness of their digital marketing. Keywords: Digital Marketing, Customer Increase, Digital Marketing, Social Media.

Actions (login required)

View Item