PENGARUH CONTENT MARKETING INSTAGRAM PADA LOKALE KOPI TERHADAP KEPUTUSAN PEMBELIAN (Survei Terhadap Pelanggan Lokale Kopi di Jakarta Timur Periode Januari 2024-Januari 2025)

Zuhdi, Raid (2025) PENGARUH CONTENT MARKETING INSTAGRAM PADA LOKALE KOPI TERHADAP KEPUTUSAN PEMBELIAN (Survei Terhadap Pelanggan Lokale Kopi di Jakarta Timur Periode Januari 2024-Januari 2025). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Fenomena maraknya pertumbuhan coffee shop di Jakarta Timur mendorong persaingan yang semakin ketat, di mana media sosial menjadi kanal utama pemasaran. Instagram, sebagai platform berbasis visual, memegang peranan penting dalam menarik perhatian konsumen melalui konten kreatif. Lokale Kopi, salah satu coffee shop lokal di Jakarta Timur, secara aktif memanfaatkan Instagram sebagai sarana content marketing. Namun, data insight menunjukkan adanya penurunan jangkauan meski interaksi tetap terjadi, menimbulkan pertanyaan sejauh mana konten yang dipublikasikan mempengaruhi keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing Instagram terhadap keputusan pembelian konsumen Lokale Kopi dengan menggunakan model AIDA (Attention, Interest, Desire, Action), guna memahami bagaimana alur komunikasi pemasaran memengaruhi perilaku konsumen digital. Metode penelitian menggunakan pendekatan kuantitatif dengan survei terhadap 96 responden yang merupakan pengikut Instagram Lokale Kopi dan telah melakukan pembelian. Variabel independen adalah content marketing dengan lima dimensi: reader cognition, sharing motivation, persuasion, decision-making, dan life factors. Variabel dependen adalah keputusan pembelian yang dianalisis berdasarkan tahapan AIDA. Hasil analisis regresi linear sederhana menunjukkan bahwa content marketing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Temuan ini menguatkan peran strategis Instagram sebagai alat komunikasi pemasaran yang efektif dalam menarik perhatian (attention), membangkitkan minat (interest), menciptakan keinginan (desire), dan mendorong tindakan pembelian (action). The phenomenon of the rapid growth of coffee shops in East Jakarta has led to increasingly intense competition, where social media has become the main marketing channel. Instagram, as a visually driven platform, plays a key role in attracting consumer attention through creative content. Lokale Kopi, one of the local coffee shops in East Jakarta, actively utilizes Instagram as a content marketing tool. However, insight data shows a decline in reach, even though interactions continue to occur, raising the question of how much the published content influences purchasing decisions. This study aims to analyze the influence of Instagram content marketing on consumer purchasing decisions at Lokale Kopi using the AIDA model (Attention, Interest, Desire, Action) to understand how marketing communication flows affect digital consumer behavior. The research method uses a quantitative approach through a survey of 96 respondents who follow Lokale Kopi on Instagram and have made purchases. The independent variable is content marketing, measured through five dimensions: reader cognition, sharing motivation, persuasion, decision-making, and life factors. The dependent variable is purchasing decision, analyzed through the stages of the AIDA model. The results of a simple linear regression analysis show that content marketing has a positive and significant influence on consumer purchasing decisions. These findings reinforce the strategic role of Instagram as an effective marketing communication tool in attracting attention (attention), generating interest (interest), creating desire (desire), and driving purchase actions (action).

Item Type: Thesis (S1)
NIM/NIDN Creators: 44322110042
Uncontrolled Keywords: Content Marketing, Instagram, Keputusan Pembelian, AIDA, Lokale Kopi Content Marketing, Instagram, Purchase Decision, Social Media, Lokale Kopi.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: NAIMAH NUR ISLAMIDIYANAH
Date Deposited: 18 Sep 2025 02:09
Last Modified: 18 Sep 2025 02:10
URI: http://repository.mercubuana.ac.id/id/eprint/98041

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