eprintid: 43242
rev_number: 19
eprint_status: archive
userid: 8321
dir: disk0/00/04/32/42
datestamp: 2024-10-22 12:25:29
lastmod: 2024-10-22 12:25:29
status_changed: 2024-10-22 12:25:29
type: thesis
metadata_visibility: show
creators_name: SALWANAFIAH, SALWANAFIAH
creators_id: 4441200108
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: ASTUTI, ANDJAR
contributors_name: PANCAWATI, JUWARIN
contributors_id: 196005311986112001
contributors_id: 197502142003122001
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS PERTANIAN
corp_creators: JURUSAN AGRIBISNIS
title: PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP EFEKTIVITAS PROMOSI PADA KAFE “OI! COFFEE & PASTRY” KOTA SERANG
ispublished: pub
subjects: S1
divisions: FAPERTA
divisions: Agri
full_text_status: restricted
keywords: Coffee Shop, Social Media Marketing, Effectiveness of Promotion
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 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.
abstract: 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.
date: 2024
date_type: published
pages: 100
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: AGRIBISNIS
thesis_type: sarjana
thesis_name: sarjana
citation:   SALWANAFIAH, SALWANAFIAH  (2024) PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP EFEKTIVITAS PROMOSI PADA KAFE “OI! COFFEE & PASTRY” KOTA SERANG.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/43242/1/Salwanafiah_4441200108_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/43242/2/Salwanafiah_4441200108_01.pdf
document_url: https://eprints.untirta.ac.id/43242/3/Salwanafiah_4441200108_02.pdf
document_url: https://eprints.untirta.ac.id/43242/4/Salwanafiah_4441200108_03.pdf
document_url: https://eprints.untirta.ac.id/43242/5/Salwanafiah_4441200108_04.pdf
document_url: https://eprints.untirta.ac.id/43242/6/Salwanafiah_4441200108_05.pdf
document_url: https://eprints.untirta.ac.id/43242/7/Salwanafiah_4441200108_Ref.pdf
document_url: https://eprints.untirta.ac.id/43242/8/Salwanafiah_4441200108_Lamp.pdf