@phdthesis{eprintuntirta43242,
            note = {Penelitian ini bertujuan untuk mengetahui dampak pemasaran media sosial melalui Instagram terhadap efektivitas promosi di Oi! Kafe Kopi \& Pastry di Kota Serang. Oi! Coffee \& Pastry Caf{\'e} yang berlokasi di Jalan Trip Jamaksari No.1, RT.1/RW.15, Sumurpecung, Kota Serang, Provinsi Banten, dan telah berdiri sejak 14 Maret 2020. Hasil penelitian menunjukkan bahwa karakteristik responden di Oi ! Coffee \& Pastry Caf{\'e} di Kota Serang sebagian besar berjenis kelamin perempuan, berusia 21-30 tahun, dan berprofesi sebagai pelajar atau mahasiswa. Koefisien determinasi (R?) menunjukkan bahwa variabel independen yang diteliti menjelaskan sebesar 54,6\% terhadap efektivitas promosi, sedangkan sisanya sebesar 45,4\% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Secara simultan variabel independen (konteks, komunikasi, kolaborasi, dan koneksi) secara bersama-sama mempunyai pengaruh yang signifikan terhadap variabel dependen yaitu efektivitas promosi. Secara parsial variabel independen (konteks, komunikasi, kolaborasi, dan koneksi) berpengaruh signifikan terhadap efektivitas promosi.},
            year = {2024},
          author = {SALWANAFIAH SALWANAFIAH},
           title = {PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP EFEKTIVITAS PROMOSI PADA KAFE ?OI! COFFEE \& PASTRY? KOTA SERANG},
          school = {UNIVERSITAS SULTAN AGENG TIRTAYASA},
             url = {https://eprints.untirta.ac.id/43242/},
        keywords = {Coffee Shop, Social Media Marketing, Effectiveness of Promotion},
        abstract = {This study aims to determine the impact of social media marketing through Instagram on the effectiveness of promotions at Oi! Coffee \& Pastry Caf{\'e} in Serang City. Oi! Coffee \& Pastry Caf{\'e} is located at Jalan Trip Jamaksari No.1, RT.1/RW.15, Sumurpecung, Serang City, Banten Province, and has been established since March 14, 2020. The results show that the characteristics of respondents at Oi! Coffee \& Pastry Caf{\'e} in Serang City are mostly female, aged 21-30 years, and employed as students or college students. The coefficient of determination (R?) indicates that the independent variables studied explain 54,6\% of the effectiveness of promotions, while the remaining 45,4\% is explained by other variables not examined in this study. Simultaneously, the independent variables (context, communication, collaboration, and connection) collectively have a significant effect on the dependent variable, which is the effectiveness of promotions. Partially, the independent variables (context, communication, collaboration, and connection) significantly affect the effectiveness of promotions.}
}