%X This study aims to determine the impact of social media marketing through Instagram on the effectiveness of promotions at Oi! Coffee & Pastry Café in Serang City. Oi! Coffee & Pastry Café 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 Café in Serang City are mostly female, aged 21-30 years, and employed as students or college students. The coefficient of determination (R²) 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.
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%O 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 Café 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 Café di Kota Serang sebagian besar berjenis kelamin perempuan, berusia 21-30 tahun, dan berprofesi sebagai pelajar atau mahasiswa. Koefisien determinasi (R²) 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.
%D 2024
%A SALWANAFIAH SALWANAFIAH
%K Coffee Shop, Social Media Marketing, Effectiveness of Promotion
%T PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP EFEKTIVITAS PROMOSI PADA KAFE “OI! COFFEE & PASTRY” KOTA SERANG
%L eprintuntirta43242