PENGARUH IKLAN MEDIA SOSIAL INSTAGRAM @KEBONNDALEM.YK TERHADAP KEPUTUSAN PEMBELIAN DI COFFEE SHOP KEBON NDALEM

PUTRI, PAMELA KRISTANTI (2022) PENGARUH IKLAN MEDIA SOSIAL INSTAGRAM @KEBONNDALEM.YK TERHADAP KEPUTUSAN PEMBELIAN DI COFFEE SHOP KEBON NDALEM. Other thesis, Unika Soegijapranata Semarang.

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Abstract

The growth level of coffee consumption in Indonesia has an impact on coffee business owners in Indonesia. The development of coffee shops continues to increase in the current era causing intense competition among coffee business owners. Coffee shop owners are required to influence the purchasing decisions of potential consumers in order to survive in intense competition. Kebon Ndalem is a coffee shop located in the Tugu area of Yogyakarta. The concept carried by the Kebon Ndalem coffee shop is a view of the atmosphere of Tugu Yogyakarta. Kebon Ndalem uses social media Instagram in advertising to influence the purchasing decisions of potential consumers. Based on this, this research was conducted to determine how much influence Instagram advertising has on purchasing decisions in Kebon Ndalem. The type of research used is a quantitative method, using data collection techniques and distributing to 100 respondents who follow Instagram @kebonndalem.yk. The results of the questionnaire were analyzed using a Determination Test whose results were calculated through the help of the SPSS 22 application. Then from the results of the research it was concluded that Kebon Ndalem Instagram Ads had a significant effect on purchasing decisions. This can be seen through the t count which is greater than the t table, which is 14.183 > 1.984. The linear regression test obtained a positive value of 0.641, which means that Kebon Ndalem Instagram Ads have an effect of 64,1% in influencing purchasing decisions. Keywords: Advertising, Purchasing Decisions, Coffee shop

Item Type:	Thesis (Other)
Subjects:	600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations
Divisions:	Faculty of Law and Communication > Department of Communication Science
Depositing User:	Ms Cristina Mayasari
Date Deposited:	13 Jan 2023 06:47
Last Modified:	13 Jan 2023 06:47
URI:	http://repository.unika.ac.id/id/eprint/30567

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