PENGARUH KUALITAS KONTEN VISUAL, MEDIA SOSIAL, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM DI KELURAHAN SUKAJAYA PALEMBANG

H, HENDRAWAN (2026) PENGARUH KUALITAS KONTEN VISUAL, MEDIA SOSIAL, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM DI KELURAHAN SUKAJAYA PALEMBANG. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK Hendrawan. Pengaruh Kualitas Konten Visual, Media Sosial, Dan Inovasi Produk Terhadap Keputusan Pembelian Pada UMKM Pedagang Martabak Manis Di Kelurahan Sukajaya Palembang. Di bawah Bimbingan Ibu Dr.M. Ima Andriyani, S.E., M.Si dan Ibu Nyayu Khairani Putri, SE., M.Si. Penelitian ini bertujuan untuk mengetahui, menganalisis, dan membuktikan pengaruh kualitas konten visual, media sosial, dan inovasi produk terhadap keputusan pembelian pada UMKM Pedagang Martabak Manis di Kelurahan Sukajaya Palembang. Penelitian ini dilatarbelakangi oleh semakin ketatnya persaingan usaha kuliner sehingga pelaku UMKM dituntut untuk meningkatkan daya saing melalui penyajian konten visual yang menarik, pemanfaatan media sosial sebagai sarana pemasaran, serta inovasi produk guna meningkatkan keputusan pembelian konsumen. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif. Populasi penelitian berjumlah 2.100 konsumen, dengan sampel sebanyak 96 responden yang ditentukan menggunakan rumus Slovin dengan tingkat kesalahan 10%. Teknik pengumpulan data dilakukan melalui observasi, wawancara, dokumentasi, dan penyebaran kuesioner menggunakan skala Likert. Hasil penelitian menunjukkan bahwa secara simultan kualitas konten visual, media sosial, dan inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada UMKM Pedagang Martabak Manis di Kelurahan Sukajaya Palembang, dengan nilai Fhitung sebesar 162,039 dan signifikansi 0,001. Secara parsial, kualitas konten visual, media sosial, dan inovasi produk masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi sebesar 0,001, 0,001, dan 0,001 (<0,05). Nilai Adjusted R Square sebesar 0,836 menunjukkan bahwa 83,6% variasi keputusan pembelian dapat dijelaskan oleh kualitas konten visual, media sosial, dan inovasi produk, sedangkan sisanya sebesar 16,4% dipengaruhi oleh variabel lain di luar penelitian. Berdasarkan hasil penelitian dapat disimpulkan bahwa kualitas konten visual, media sosial, dan inovasi produk merupakan faktor yang berperan penting dalam meningkatkan keputusan pembelian konsumen pada UMKM Pedagang Martabak Manis di Kelurahan Sukajaya Palembang. Oleh karena itu, pelaku UMKM diharapkan terus meningkatkan kualitas konten visual, mengoptimalkan penggunaan media sosial sebagai media promosi, serta melakukan inovasi produk secara berkelanjutan agar mampu meningkatkan daya saing dan minat beli konsumen. Kata Kunci: Kualitas Konten Visual, Media Sosial, Inovasi Produk, Keputusan Pembelian. 1 ABSTRACT Hendrawan. The Influence of Visual Content Quality, Social Media, and Product Innovation on Purchasing Decisions at Martabak Manis UMKM in Sukajaya Village, Palembang. Under the supervision of Dr. M. Ima Andriyani, S.E., M.Si. and Nyayu Khairani Putri, S.E., M.Si. This study aims to determine, analyze, and prove the influence of visual content quality, social media, and product innovation on purchasing decisions at Martabak Manis MSMEs in Sukajaya Village, Palembang. This research is motivated by the increasingly intense competition in the culinary business, which requires UMKM actors to improve competitiveness through attractive visual content, the use of social media as a marketing medium, and product innovation in order to increase consumer purchasing decisions. The research method used is a quantitative method with a descriptive approach. The population in this study consisted of 2,100 consumers, while the sample consisted of 96 respondents determined using the Slovin formula with a 10% margin of error. Data collection techniques were carried out through observation, interviews, documentation, and questionnaires using a Likert scale. Data analysis included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficient, coefficient of determination (Adjusted R Square), F test, and t test with the assistance of IBM SPSS Statistics version 26. The results showed that simultaneously, visual content quality, social media, and product innovation had a positive and significant effect on purchasing decisions at Martabak Manis UMKM in Sukajaya Village, Palembang, with an Fcount value of 162.039 and a significance value of 0.001 (<0.05). Partially, visual content quality, social media, and product innovation also had a positive and significant effect on purchasing decisions, with significance values of 0.001 (<0.05) for each variable. The Adjusted R Square value of 0.836 indicates that 83.6% of the variation in purchasing decisions can be explained by visual content quality, social media, and product innovation, while the remaining 16.4% is influenced by other variables outside this study. Based on the research results, it can be concluded that visual content quality, social media, and product innovation are factors that have a positive and significant influence on consumer purchasing decisions at Martabak Manis UMKM in Sukajaya Village, Palembang. Therefore, UMKM actors are expected to continuously improve visual content quality, optimize the use of social media as a promotional medium, and carry out product innovation sustainably in order to increase competitiveness and consumer purchasing decisions. Keywords: Visual Content Quality, Social Media, Product Innovation, Purchasing Decisions.

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Tn H HENDRAWAN
Date Deposited:	03 Sep 2026 01:37
Last Modified:	03 Sep 2026 01:37
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/11489

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