Zakiya Aprila, - and Caria Ningsih, - and Purna Hindayani, - (2024) PENGARUH INSTAGRAM MARKETING, STORE ATMOSPHERE, DAN LOKASI USAHA TERHADAP KEPUTUSAN PEMBELIAN PADA DONAT MADU BOJONGSOANG. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Para pengusaha kuliner memanfaatkan berbagai media promosi untuk meningkatkan omset restoran mereka. Restoran Donat Madu Bojongsoang menggunakan Instagram sebagai strategi pemasaran digital untuk menarik lebih banyak pengunjung. Penelitian kuantitatif ini bertujuan untuk menganalisis pengaruh Instagram marketing, store atmosphere, dan lokasi usaha terhadap keputusan pembelian di Donat Madu Bojongsoang. Metode yang digunakan adalah deskriptif verifikatif dengan analisis regresi linear berganda, berdasarkan data yang diperoleh dari 100 responden. Hasil analisis menunjukkan bahwa ketiga variabel memiliki pengaruh signifikan terhadap keputusan pembelian. Instagram marketing terbukti efektif dalam menarik perhatian melalui konten yang menarik, meskipun interaksi komunitas masih perlu ditingkatkan. Store atmosphere memberikan kontribusi penting, khususnya pada aspek penempatan interior, meski papan nama eksternal memerlukan perbaikan. Lokasi usaha memberikan dampak positif dengan lingkungan yang nyaman sebagai daya tarik utama, walaupun kendala parkir tetap menjadi tantangan. Rekomendasi penelitian ini mencakup peningkatan interaksi di media sosial, perbaikan elemen visual toko, dan solusi inovatif untuk masalah parkir. Implementasi strategi ini diharapkan dapat meningkatkan engagement, loyalitas pelanggan, dan keputusan pembelian. Culinary entrepreneurs use various promotional media to increase their restaurant turnover. Bojongsoang Madu Donut Restaurant uses Instagram as a digital marketing strategy to attract more visitors. This quantitative research aims to analyze the influence of Instagram marketing, store atmosphere, and business location on purchasing decisions at Donat Madu Bojongsoang. The method used is descriptive verification with multiple linear regression analysis, based on data obtained from 100 respondents. The results of the analysis show that the three variables have a significant influence on purchasing decisions. Instagram marketing has proven to be effective in attracting attention through interesting content, although community interaction still needs to be improved. Store atmosphere makes an important contribution, especially in terms of interior placement, although external signage requires improvement. The business location has a positive impact with a comfortable environment as the main attraction, although parking problems remain a challenge. The research recommendations include increased interaction on social media, improvements to store visual elements, and innovative solutions to parking problems. Implementation of this strategy is expected to increase engagement, customer loyalty and purchasing decisions.
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S_MIK_2007922_Chapter1.pdf Download (499kB) |
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S_MIK_2007922_Chapter2.pdf Restricted to Staf Perpustakaan Download (316kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=KA0o6k8AAAAJ&hl=id ID SINTA Dosen Pembimbing Caria Ningsih: 6039392 Purna Hindayani: 6745708 |
| Uncontrolled Keywords: | Kata kunci : Instagram Marketing, Store Atmosphere, Lokasi Usaha, Keputusan Pembelian, Donat Madu Bojongsoang Keywords: Instagram Marketing, Store Atmosphere, Business Location, Purchasing Decisions, Donat Madu Bojongsoang |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Zakiya Aprila |
| Date Deposited: | 10 Mar 2025 06:33 |
| Last Modified: | 10 Mar 2025 06:33 |
| URI: | http://repository.upi.edu/id/eprint/131622 |
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