PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI KOTA BANDUNG: Survei Terhadap Pengikut Instagram Kopi Kenangan Di Kota Bandung

    Muhamad Rayyan Fardan, - and Vanessa Gaffar, - and Arief Budiman, - (2025) PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI KOTA BANDUNG: Survei Terhadap Pengikut Instagram Kopi Kenangan Di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Persaingan industri kopi di Kota Bandung semakin ketat, sehingga mendorong merek lokal seperti Kopi Kenangan untuk memanfaatkan Instagram sebagai media pemasaran digital. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap Keputusan Pembelian konsumen Kopi Kenangan di Kota Bandung. Metode penelitian yang digunakan adalah kuantitatif, dengan sampel sebanyak 400 responden dari populasi pengikut akun Instagram @kopikenangan.id yang berdomisili di Kota Bandung, dengan menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis dengan regresi linier sederhana, uji t, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian ini diharapkan dapat memberikan kontribusi teoritis dan praktis bagi Kopi Kenangan untuk terus mengoptimalkan konten yang kreatif dan relevan, memperkuat interaksi digital, menyesuaikan pesan dengan kebutuhan audiens sebagai upaya meningkatkan daya saing di pasar kopi modern. Competition in the coffee industry in Bandung is getting tighter, thus encouraging local brands such as Kopi Kenangan to utilize Instagram as a digital marketing medium. This study aims to analyze the effect of Social Media Marketing on consumer purchasing decisions for Kopi Kenangan in Bandung City. The research method used is quantitative, with a sample of 400 respondents from the population of Instagram account followers @kopikenangan.id who live in Bandung, using purposive sampling technique. Data were collected through questionnaires and analyzed by simple linear regression, t test, and coefficient of determination. The results showed that Social Media Marketing has a positive and significant effect on purchasing decisions. This research is expected to provide theoretical and practical contributions for Kopi Kenangan to continue optimizing creative and relevant content, strengthening digital interactions, tailoring messages to audience needs as an effort to increase competitiveness in the modern coffee market.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?user=s3TkTY4AAAAJ&hl=en ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Arief Budiman: 5992927
    Uncontrolled Keywords: Social Media Marketing, Keputusan Pembelian, Kopi Kenangan, Kota Bandung Social Media Marketing, Purchase Decision, Kopi Kenangan, Bandung City
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    H Social Sciences > HF Commerce
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Muhamad Rayyan Fardan
    Date Deposited: 08 Oct 2025 09:50
    Last Modified: 08 Oct 2025 09:50
    URI: http://repository.upi.edu/id/eprint/142130

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