Pengaruh Instagram @Pesenkopi_id terhadap Minat Beli Konsumen

Abstract

Pesen Kopi promote their products using Instagram, which has thousands of Followers and Likes, not only on Instagram, in fact, almost all stalls of Pesen Kopi are always crowded with consumers. The purpose of this study was to determine the effect and effectiveness of marketing communication on Instagram @pesenkopi_id on consumer buying interest. The research approach used is quantitative with descriptive statistical analysis test and SEM WarpPLS analysis test. Samples were taken as many as 100 from Instagram followers @pesenkopi_id. The results showed the most influential variable is Connection to Attention, when Pesen Kopi pay attention to the Connection variable by providing information and promotion through Instagram @pesenkopi_id it can cause attention to Pesen Kopi products. Whereas the least influential variable is Context to Interest which means that the language and content of the message delivered by Instagram @pesenkopi_id does not make consumers interested in the products offered by Pesen kopi. Of the 14 variables, there are 6 not significant variables, namely Context to Interst, Communication to Attention, Attention to Desire and Action, Interest to Desire, and Desire to Action, so marketing communication (4Cs) is less effective and less influential on buying interest (AIDA) in Instagram @pesenkopi_id.

Pemanfaatan Strategi Promosi terhadap Minat Beli Followers Instagram @paktani.co pada Produk Sayur Pack

“…Salah satu media sosial yang kerap digunakan pebisnis untuk memasarkan produknya ialah instagram. Hal ini dikarenakan instagram dilengkapi dengan fitur promosi yang mendukung pengembangan suatu bisnis dalam memperluas peluang usaha yang menguntungkan dengan biaya yang minimum (Syafira et al, 2021). Akun instagram @paktani.co merupakan salah satu akun yang menjual produk berupa sayuran, buah-buahan, hingga sayur pack yang siap dimasak.…”

“…Namun, penelitian ini tidak selaras dengan penelitian yang dilakukan Syafira et al, (2021) yang menyatakan bahwa variabel communication berpengaruh positif dan signifikan terhadap minat beli kopi. Sastradinata dalam Syafira, et al, (2021) menyatakan bahwa dengan memberikan tanggapan atau feedback berupa sinyal-sinyal positif, maka konsumen akan menunjukkan rasa ketertarikan pada produk yang ditawarkan. Oleh sebab itu, admin akun instagram @paktani.co diharapkan dapat mencoba memperbaiki interaksi antar followers, agar dapat menarik konsumen dalam membeli produk di akun tersebut.…”

The Influence of Brand Image and Social Media Instagram on Consumer Buying Interest

“…Social media has several advantages compared to conventional media in terms of activities, knowledge, network expansion, and information dissemination. Online activities can be done with social media by sending messages and feedback through the appeal of the message so that the audience can pay attention to the message conveyed (Syafira, 2021).…”