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PENGARUH PENGGUNAAN INSTAGRAM TERHADAP MINAT BELI PRODUK UMKM OTAK-OTAK BAKAR DI KECAMATAN SEPATAN TIMUR (Studi Kasus Otak-Otak Bakar Pak Slamet)
This study aims to analyze the effect of Instagram usage on consumer purchase intention toward MSME grilled fish cake products (Otak-Otak Bakar) in East Sepatan District, Tangerang Regency, with a case study of Otak-Otak Bakar Pak Slamet. The research applies a quantitative approach using a survey method and multiple linear regression analysis. The independent variables consist of the 4C dimensions of social media marketing: context, communication, collaboration, and connection, while purchase intention serves as the dependent variable. Data were collected through questionnaires distributed to Instagram users who have an interest in the product. The results indicate that Instagram usage significantly influences consumer purchase intention. Simultaneously, the four dimensions of the 4C model show a positive and significant effect on purchase intention. Partially, certain dimensions demonstrate a more dominant influence in shaping consumer buying interest. These findings suggest that optimizing social media marketing strategies through relevant content, interactive communication, collaborative engagement, and long-term relationship building can enhance the competitiveness of local culinary MSMEs in semi-urban areas.
AGRIBISNIS, UNIVERSITAS SULTAN AGENG TIRTAYASA
PENGARUH PENGGUNAAN INSTAGRAM TERHADAP MINAT BELI PRODUK UMKM OTAK-OTAK BAKAR DI KECAMATAN SEPATAN TIMUR (Studi Kasus Otak-Otak Bakar Pak Slamet) (Text)
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S Agriculture (General)