"Pengaruh Social Media Marketing Instagram terhadap Keputusan Pembelian Produk Kopi Take Away: Studi pada Konsumen Produk Kopi Take Away di Salatiga"

Abstract

Penelitian ini bertujuan untuk mengetahui : (1) pengaruh content creation terhadap keputusan pembelian produk kopi take away, (2) pengaruh content sharing terhadap keputusan pembelian produk kopi take away, (3) pengaruh connecting terhadap keputusan pembelian produk kopi take away, (4) pengaruh community building terhadap keputusan pembelian produk kopi take away, dan (5) pengaruh social media marketing (content creation, content sharing, connecting dan community building) terhadap keputusan pembelian produk kopi take away. Populasi dalam penelitian ini yaitu pelajar, mahasiswa, dan pekerja yang telah membeli produk kopi take away dan berdomisili di Salatiga. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling. Sampel yang diambil dalam penelitian ini sebanyak 150 orang. Hasil dari penelitian diketahui bahwa content creation berpengaruh positif signifikan secara parsial terhadap keputusan pembelian produk kopi take away. Content sharing berpengaruh negatif signifikan secara parsial terhadap keputusan pembelian produk kopi take away. Connecting berpengaruh positif signifikan secara parsial terhadap keputusan pembelian produk kopi take away. Community building berpengaruh positif signifikan secara parsial terhadap keputusan pembelian produk kopi take away. Social media marketing (content creation, content sharing, connecting dan community building) berpengaruh positif signifikan secara simultan terhadap keputusan pembelian.

This study aims to determine: (1) the effect of content creation on purchasing decisions of take away coffee products, (2) the effect of content sharing on purchasing decisions of take away coffee products, (3) the effect of connecting to purchasing decisions of take away coffee products, (4) the effect of community building on the decision to buy take away coffee products, and (5) the effect of social media marketing (content creation, content sharing, connecting and community building) on purchasing decisions of take away coffee products. The population in this study were students, students, and workers who had bought take away coffee products and were domiciled in Salatiga. The sampling technique used is non-probability sampling with a purposive sampling method. Samples taken in this study were 150 people. The results of the study note that content creation has a significant positive effect partially on the decision to buy take away coffee products. Content sharing has a significant negative effect on the purchase decision of take away coffee products. Connecting has a significant positive effect partially on the decision to buy take away coffee products. Community building has a significant positive effect partially on the decision to buy take away coffee products. Social media marketing (content creation, content sharing, connecting and community building) simultaneously has a significant positive effect on purchasing decisions.