Diterima Agustus 1, 2020 Penelitian ini dilakukan untuk mengetahui penggunaan media sosial marketing Instagram pada The Bunker Café, tanggapan konsumen terhadap pembentukan Brand Image pada The Bunker Café, dan seberapa besar pengaruh antara media sosial marketing Instagram terhadap pembentukan brand image pada The Bunker Café di Gading Serpong, Tangerang. Penelitian ini menggunakan metode penelitian deskriptif kuantitatif. Pengumpulan data dalam bentuk kuesioner, dengan berjumlah 100 responden sesuai dengan rumus Slovin yang digunakan untuk mengetahui besaran sampel. Metode analisis yang digunakan adalah uji statistik deskriptif, uji validitas, uji reliabilitas data, koefisien determinasi, uji regresi linear sederhana, dan uji hipotesis yang diolah menggunakan program Statistical Package for Social Sciences (SPSS) versi 26.0 for Mac. Hasil penelitian menunjukkan bahwa mean dari media sosial marketing Instagram adalah 2,94. Maka dapat diartikan bahwa media sosial marketing Instagram The Bunker Café tergolong menarik dan The Bunker Café menjadikan media sosial marketing Instagram menjadi media komunikasi yang interaktif dengan konsumennya. Mean dari Brand Image adalah 3,40. Maka dapat diartikan bahwa Brand Image The Bunker Café tergolong sangat baik. Berdasarkan hasil analisis dapat diketahui bahwa media sosial marketing Instagram mempunyai pengaruh sebesar 19,1% terhadap pembentukan Brand Image pada The Bunker Café di Gading Serpong, Tangerang. Sedangkan sisanya yaitu

The purpose of this study was to find out how the impact of Sales Promotion and Consumer Trust on Staycation Interest in Jakarta four-star hotel during Covid-19 pandemic. The research method used is descriptive quantitative research method using a sample of 100 respondents and 16 statements. Sales Promotion with a mean of 3.50 is in the very good category, Consumer Trust  with a mean of 3.52is also in the very good category, and Staycation Interest with a mean of 3.36 is in the very high category. Sales Promotion has an effect on staycation interest by 16% and the remaining 84% is influenced by other variables not examined in this study. Consumer Trust has an effect on staycation interes by 43.5% and the remaining 56.5% is influenced by other variables not examined in this study. Sales Promotion and Consumer Trust have an influence on Staycation Interest by 45.1% and the remaining 54.9% is influenced by other variables not examined in this study.

<p align="center"><strong><em>ABSTRACT</em></strong></p><p><em>Tourism Industry nowadays is developing rapidly, this must be supported by the development in the field of traditional culinary industry. But in fact, today’s traditional culinary has begun to be forgotten and replaced by fast food or modern food. This research was aimed to analyzed the influence brand image, packaging, brand image and packaging of getuk singkong to the interest of consuming traditional food of young generation. The research methodology that will be used is quantitative. This study use the student of Trisakti School of Tourism for respondents. From the result of this research, it can be concluded that Brand Image getuk singkong will increase by 0,496, Packaging getuk singkong variable will increase by 0,399, and this also supported by the ability of Brand Image and Packaging getuk singkong variables of 65,8% to influence the interest of young generation to consume traditional foods. Based on the result of this study is also suggested to the business influencer to pay more attention to all aspects that exist within the existing product and several factors that can improve the quality of existing product.</em></p><p><strong><em>Keywords</em></strong><em>: Brand Image, Packaging, Interest of Consuming Traditional Food, Young Generation, Getuk Singkong</em></p><p align="center"><strong>ABSTRAK</strong></p><p>Perkembangan industri pariwisata saat ini sangatlah pesat, hal ini juga harus didukung dengan adanya perkembangan di bidang industri kuliner khususnya kuliner tradisional. Namun pada kenyataannya, saat ini kuliner tradisional sudah mulai terlupakan dan tergantikan oleh makanan cepat saji atau makanan modern. Penelitian ini bertujuan menganalisis pengaruh<em> brand image, packaging, serta brand image </em>dan <em>packaging</em> terhadap minat mengkonsumsi makanan tradisional generasi muda. Adapun metode penelitian yang akan digunakan adalah kuantitatif. Penelitian ini menggunakan responden adalah mahasiswa dan mahasiswi Sekolah Tinggi Pariwisata Trisakti. Dari hasil penelitian ini dapat disimpulkan bahwa <em>brand image </em>dan <em>packaging</em> getuk singkong mempengaruhi minat generasi muda mengkonsumsi makanan tradisional, dimana pada setiap kenaikan satu satuan maka variabel <em>Brand Image</em> getuk singkong<em> </em>akan meningkat sebesar 0,496 dan variabel <em>Packaging</em> getuk singkong<em> </em>akan meningkat sebesar 0,399. Dan hal ini juga didukung kemampuan variabel <em>Brand Image </em>dan <em>Packaging</em> getuk singkong<em> </em>sebesar 65,8% untuk mempengaruhi variabel minat generasi muda mengkonsumsi makanan tradisional. Berdasarkan hasil dari penelitian ini juga disarankan kepada pelaku bisnis untuk dapat memperhatikan segala aspek yang ada didalam produk yang ada serta beberapa faktor yang dapat meningkatkan kualitas produk yang ada.</p><p><strong>Kata kunci</strong>: <em>Brand Image, Packaging, </em>Minat Mengkonsumsi Makanan Tradisional, Generasi Muda, Getuk Singkong</p>

Culinary business competition in Indonesia is getting tougher in this digital era, where consumers have the power to influence other consumer behavior through social media reviews. In addition, one of the main things that affect consumer behavior is the existing marketing mix such as Product, Price, Place, Promotion, People, Process, and Physical Evidence. This study was conducted with the aim of knowing the effect of electronic word of mouth in social media (X1), marketing mix (7P) (X2), and buying interest of young consumer (Y). From the results of this study can be concluded that electronic word of mouth (X1) and marketing mix (7P) (X2) affect the buying interest of young consumers (Y) either partially or simultaneously. From the results of discussion of each variable is not found the variable X that affects variable Y greater than 60% so it can be concluded that there are many other variables that can affect consumer buying interest. So it is advisable for businesses to be able to pay attention to all aspects related to their business in order to facilitate consumers in choosing.