PENGARUH KONTEN PROMOSI DIGITAL DI INSTAGRAM @JAGOCOFFEE TERHADAP MINAT BELI FOLLOWERS (Survei pada Konten Promosi Matcha Latte Jago Coffee Periode April 2025)

PUTRI, KAYLA ZEILA (2026) PENGARUH KONTEN PROMOSI DIGITAL DI INSTAGRAM @JAGOCOFFEE TERHADAP MINAT BELI FOLLOWERS (Survei pada Konten Promosi Matcha Latte Jago Coffee Periode April 2025). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Instagram has become a key digital marketing communication channel for Jago Coffee to promote its Matcha Latte product; therefore, it is important to examine the extent to which such promotional content influences followers' purchase intention. This study aims to determine the impact of promotional content on the @jagocoffee Instagram account on the purchase intention of Jago Coffee consumers. The study applies the Stimulus-Organism-Response (S-O-R) theory, which conceptualizes promotional content as a stimulus processed through the consumer's internal state before eliciting a response in the form of purchase intention. A quantitative approach utilizing a survey method was employed. Data were collected via questionnaires distributed to 100 respondents—followers of the @jagocoffee Instagram account who had viewed the Matcha Latte promotional content during April 2025. The data were analyzed using simple linear regression with IBM SPSS Statistics software (version 30). The results indicate that promotional content has a positive and significant influence on purchase intention, with a t-value of 14.539, exceeding the t-table value of 2.6269. This finding is supported by a correlation coefficient of 0.827 and an R-Square value of 0.683, indicating that promotional content explains 68.3 percent of the variation in purchase intention. Thus, Instagram promotional content plays a strong role in shaping followers' purchase intention regarding Jago Coffee's Matcha Latte product. Keywords: Promotional Content, Instagram, Purchase Intention, Jago Coffee, S-O-R Theory Instagram menjadi salah satu media komunikasi pemasaran digital yang dimanfaatkan Jago Coffee dalam mempromosikan produk Matcha Latte, sehingga penting untuk mengetahui sejauh mana konten promosi tersebut memengaruhi minat beli followers. Penelitian ini bertujuan untuk mengetahui pengaruh konten promosi di Instagram @jagoid terhadap minat beli konsumen Jago Coffee. Penelitian menggunakan teori Stimulus, Organism, Response (S-O-R) yang menjelaskan konten promosi sebagai stimulus yang diproses melalui kondisi internal konsumen sebelum menghasilkan respons berupa minat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan followers akun Instagram @jagoid dan pernah melihat konten promosi Matcha Latte pada periode April 2025. Data dianalisis menggunakan regresi linear sederhana dengan perangkat lunak IBM SPSS Statistics versi 30. Hasil penelitian menunjukkan bahwa konten promosi berpengaruh positif dan signifikan terhadap minat beli, dengan nilai t hitung sebesar 14,539 lebih besar dari t tabel 2,6269. Hal ini juga didukung oleh koefisien korelasi sebesar 0,827 dan nilai R Square sebesar 0,683, yang berarti konten promosi menjelaskan 68,3% variasi minat beli. Dengan demikian, konten promosi Instagram memiliki kontribusi yang kuat dalam membentuk minat beli followers terhadap produk Matcha Latte Jago Coffee. Kata Kunci: Konten Promosi, Instagram, Minat Beli, Jago Coffee, Teori S-O-R

Item Type: Thesis (S1)
NIM/NIDN Creators: 44322010031
Uncontrolled Keywords: Konten Promosi, Instagram, Minat Beli, Jago Coffee, Teori S-O-R
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 808 Rhetoricand Collections of Literary/Retorik, Retorika dan Kumpulan Karya Sastra > 808.5 Rhetoric of Speech/Retorik Pidato > 808.54 Recitation/Gaya Membaca > 808.543 Storytelling/Mendongeng
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 16 Sep 2026 03:59
Last Modified: 16 Sep 2026 03:59
URI: http://repository.mercubuana.ac.id/id/eprint/103914

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