Pengaruh Sales Promotion Roti’o di Instagram Terhadap Keputusan Pembelian Followers @Rotio.Indonesia

Abstract

Penelitian ini bertujuan menganalisis pengaruh sales promotion Roti’O yang dipublikasikan melalui Instagram terhadap keputusan pembelian followers akun @rotio.indonesia. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi terjangkau terdiri atas 205 followers yang memenuhi kriteria penelitian, sedangkan sampel sebanyak 68 responden ditentukan menggunakan rumus Slovin dengan presisi 10% dan dipilih melalui simple random sampling. Data dikumpulkan menggunakan kuesioner skala Likert empat tingkat yang memuat 20 item variabel sales promotion dan 16 item variabel keputusan pembelian. Variabel sales promotion dioperasionalkan melalui dimensi kupon, paket harga, premium, advertising specialties, dan potongan harga, sedangkan keputusan pembelian diukur melalui identifikasi masalah, pencarian informasi, penilaian alternatif, dan keputusan pembelian. Hasil penelitian menunjukkan nilai rata-rata sales promotion sebesar 3,40 dan keputusan pembelian sebesar 3,47. Dimensi potongan harga memperoleh rata-rata paling tinggi pada variabel sales promotion, sedangkan tahap keputusan pembelian memperoleh rata-rata paling tinggi pada variabel keputusan pembelian. Analisis regresi linear sederhana menunjukkan hubungan positif dengan R = 0,554, R Square = 0,349, nilai F = 29,293, dan signifikansi 0,000 < 0,05. Persamaan regresi yang dilaporkan adalah Y = 28,420 + 0,399X. Temuan menunjukkan bahwa sales promotion melalui Instagram berpengaruh positif dan signifikan terhadap keputusan pembelian followers Roti’O.

Kata kunci: sales promotion; Instagram; keputusan pembelian; promosi digital; Roti’O.

Abstract

This study examines the effect of Roti’O sales promotion communicated through Instagram on the purchase decisions of followers of the @rotio.indonesia account. A quantitative survey design was employed. The accessible population consisted of 205 followers who met the study criteria, while 68 respondents were selected using the Slovin formula at a 10% precision level and simple random sampling. Data were collected through a four-point Likert questionnaire comprising 20 items for sales promotion and 16 items for purchase decision. The sales promotion construct covered coupons, price packs, premiums, advertising specialties, and price-off deals, whereas purchase decision covered problem recognition, information search, alternative evaluation, and purchase decision. The results show an overall mean of 3.40 for sales promotion and 3.47 for purchase decision. Price-off deals recorded the highest dimension mean within sales promotion, while the purchase-decision stage recorded the highest mean within the purchase-decision construct. Simple linear regression indicated a positive relationship, with R = 0.554, R Square = 0.349, F = 29.293, and a significance value of 0.000 < 0.05. The reported regression equation was Y = 28.420 + 0.399X. These findings indicate that Instagram-based sales promotion has a positive and significant effect on the purchase decisions of Roti’O followers.

Keywords: sales promotion; Instagram; purchase decision; digital promotion; Roti’O.