PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM DAN STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN DI KANZ COFFEE AND EATERY

    Salma Lidya Agnesya, - and Woro Priatini, - and Purna Hindayani, - (2024) PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM DAN STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN DI KANZ COFFEE AND EATERY. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perkembangan coffee shop yang terus meningkat setiap tahunnya membuat persaingan di industri ini semakin ketat. Untuk tetap bertahan dan menarik minat pelanggan, coffee shop perlu menerapkan strategi bersaing yang efektif. Salah satu langkah yang bisa diambil oleh para pengusaha adalah dengan memanfaatkan pemasaran melalui media sosial serta memastikan kenyamanan konsumen selama kunjungan mereka. Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing melalui Instagram dan store atmosphere terhadap minat beli konsumen di Kanz Coffee and Eatery. Penelitian ini menerapkan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel penelitian terdiri dari 100 responden yang telah bertransaksi di Kanz Coffee and Eatery dan mengetahui akun instagram @kanzcoffeeandeatery, yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan beberapa metode, seperti uji validitas dan reliabilitas, uji t (parsial), dan uji F (simultan). Temuan penelitian menunjukkan bahwa baik social media marketing maupun store atmosphere berpengaruh signifikan terhadap minat beli secara parsial dengan nilai f hitung yang diperoleh adalah 68.886 > 3.09 dan nilai signifikansinya adalah 0,000 < 0,05 . Secara simultan, kedua variabel tersebut juga memiliki pengaruh positif signifikan terhadap minat beli konsumen di Kanz Coffee and Eatery. Kata kunci : social media marketing, store atmosphere, minat beli, Kanz Coffee and Eatery The development of coffee shops continues to increase every year, making competition in this industry increasingly fierce. To survive and attract customers, coffee shops need to implement effective competitive strategies. One of the steps that entrepreneurs can take is to utilize social media marketing and ensure customer comfort during their visit. This study was conducted to determine the effect of social media marketing Instagram and store atmosphere on consumer buying interest in Kanz Coffee and Eatery. This research applies quantitative methods with descriptive and verification approaches. The research sample consisted of 100 respondents who had made transactions at Kanz Coffee and Eatery and knew the Instagram account @kanzcoffeeandeatery, which was selected through purposive sampling technique. The data were analyzed using several methods, such as validity and reliability tests, t tests (partial), and F tests (simultaneous). The research findings show that both social media marketing and store atmosphere have a significant effect on buying interest partially with the calculated f value obtained is 68.886> 3.09 and the significance value is 0.000 < 0.05. Simultaneously, the two variables also have a significant positive effect on consumer buying interest in Kanz Coffee and Eatery. Keyword : social media marketing, store atmosphere, purchase intention, Kanz Coffee and Eatery

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&authuser=1&user=QN8md7EAAAAJ ID SINTA Dosen Pembimbing Woro Priatini : 6148424 Purna Hindayani : 6745708
    Uncontrolled Keywords: social media marketing, store atmosphere, minat beli, Kanz Coffee and Eatery social media marketing, store atmosphere, purchase intention, Kanz Coffee and Eatery
    Subjects: H Social Sciences > HF Commerce
    H Social Sciences > HN Social history and conditions. Social problems. Social reform
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: salma lidya agnesya
    Date Deposited: 23 Jun 2025 03:08
    Last Modified: 23 Jun 2025 03:08
    URI: http://repository.upi.edu/id/eprint/133314

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