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.
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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.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | 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. | |||||||||
| Uncontrolled Keywords: | Coffee Shop, Social Media Marketing, Effectiveness of Promotion | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Salwanafiah Salwanafiah | |||||||||
| Date Deposited: | 22 Oct 2024 12:25 | |||||||||
| Last Modified: | 22 Oct 2024 12:25 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/43242 |
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