%0 Generic
%A Wisnu , Mugi Wicaksono
%C UNIVERSITAS LAMPUNG
%D 2024
%F eprints:82582
%I ILMU SOSIAL DAN ILMU POLITIK
%T PENGARUH SHOPPING PROMOTION PADA SOSIAL MEDIA  INSTAGRAM TERHADAPPERILAKU PENGGUNA APLIKASI SHOPEE  (STUDI PADA MAHASISWA FISIPUNIVERSITAS LAMPUNG)
%U http://digilib.unila.ac.id/82582/
%X Berkembang pesatnya teknologi media baru dan internet mambuat semua pengguna  harus siap dengan kebaharuan yang hadir, seperti halnya Shopping Promotion.  Kebaharuan tersebut hadir dibarengi juga dengan berkembangnya pasar digital  Shopee. Promosi sangat banyak sekali modelnya salah satunya promosi tanggal  cantik yang pasa Aplikasi Shopee. Fokus penelitian megarah kepada analisis  dampak promosi belanja (shopping promotion) di Instagram terhadap perilaku  pengguna aplikasi Shopee. Shopee sebagai pasar digital yang berkembang pesat,  melakukan strategi promosi tanggal cantik sebagai salah satu model promosi yang  populer di Shopee. Penelitian ini bertujuan untuk mengetahui dan menjelaskan  seberapa pengaruh Shopping Promotion pada Sosial Media Instagram terhadap  perilaku pengguna Aplikasi Shopee. Penelitian ini menggunakan pendekatan  deskriptif kuantitatif dengan jumlah 100 reponden. Dalam memperoleh dan  mengumpulkan data, dilakukan penyebaran kuisioner dar sampel yang mewakili  populasi sesuai dengan keperluan penelitian. Berdasarkan hasil penelitian,  diketahui bahwa pengaruh Shopping Promotion pada sosial media Instagram  berpengaruh sebesar 26,6% terhadap perilaku pengguna Aplikasi Shopee.  Sedangkan 73,4% yang artinya terdapat pengaruh lain yang dipengaruhi oleh faktor  lain terhadap pengaruh Shopping Promotion.  Kata kunci : Instagram, Pengaruh Media, Perilaku Pengguna, Aplikasi Shopee  ABSTRACT  THE INFLUENCE OF SHOPPING PROMOTION ON INSTAGRAM  SOCIAL MEDIASHOPEE APPLICATION USER BEHAVIOR  (STUDY ON FISIP STUDENTS LAMPUNG UNIVERSITY)  By  Wisnu Mugi Wicaksono  The rapid development of new media technology and the internet means that all  users must be ready for the new things that come,  such as shopping promotions. This novelty comes along with the development of  the Shopee digital market. There are lots of promotions, one of which is the  beautiful date promotion on the Shopee application. The focus of the research  focuses on analyzing the impact of shopping promotions on Instagram on the  behavior of Shopee application users. Shopee, as a rapidly growing digital market,  carries out a beautiful date promotion strategy as one of the popular promotional  models on Shopee. This research aims to find out and explain how much influence  Shopping Promotion on Instagram Social Media has on the behavior of Shopee  Application users. This research used a quantitative descriptive approach with a  total of 100 respondents. In obtaining and collecting data, questionnaires were  distributed from samples representing the population in accordance with research  needs. Based on the research results, it is known that the influence of Shopping  Promotion on Instagram social media has an effect of 26.6% on the behavior of  Shopee Application users. Meanwhile, 73.4% means that there are other influences  that are influenced by other factors on the influence of Shopping Promotion.  Keywords: Instagram, Media Influence, User Behavior, Shopee Application