RAHMADANIA, SITI FAJRINA (2026) PENGARUH KONTEN MARKETING MELALUI INSTAGRAM @wotishcoffee TERHADAP KEPUTUSAN PEMBELIAN DI CAFE WOTTISH COFFEE & EATRY JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Investigasi ini diarahkan untuk melakukan penelusuran kausalitas mengenai bagaimana konfigurasi materi promosi yang dipublikasikan melalui akun Instagram @wotishcoffee beresonansi terhadap konstruksi keputusan transaksi konsumen pada Cafe Wottish Coffee & Eatry. Fondasi argumentatif dibangun atas asumsi bahwa medium visual-digital memiliki posisi determinatif dalam membentuk kecenderungan perilaku generasi milenial yang terpapar rangsangan simbolik secara berulang. Pendekatan numerik kuantitatif dioperasionalkan melalui skema survei terhadap 100 partisipan yang memenuhi kriteria sebagai pengikut akun sekaligus pernah melakukan pembelian aktual. Pemrosesan angka dilakukan memakai model regresi linear tunggal berbantuan perangkat lunak statistik. Konklusi empiris memperlihatkan adanya relasi searah yang bermakna secara statistik antara variabel konten dan keputusan membeli. Besaran koefisien determinasi (R²) senilai 0,414 mengindikasikan proporsi kontribusi sebesar 41,4% terhadap variabel respons. Interpretasi temuan menguatkan kerangka S-O-R, di mana paparan konten bertindak sebagai pemicu eksternal yang mengaktivasi mekanisme kognitif-emosional individu sebelum bermuara pada tindakan konsumsi. Dengan demikian, konfigurasi konten yang atraktif, informasional, serta kontekstual dapat diposisikan sebagai katalis peningkatan keputusan pembelian. Rekomendasi praktis diarahkan kepada pengelola usaha agar mempertahankan konsistensi kualitas produksi konten serta dinamika interaksi digital. This investigation is directed to conduct a causality tracing concerning how the promotional material configuration that is publicized through the Instagram account @wotishcoffee resonates toward the transaction decision construction of consumers at Cafe Wottish Coffee & Eatry. The argumentative foundation is constructed upon the assumption that the visual-digital medium possesses a determinative position in forming the behavioral inclination of the millennial generation that is exposed to symbolic stimulation in a repetitive manner. The quantitative numerical approach is operationalized through a survey scheme toward 100 participants who fulfill criteria as account followers simultaneously having conducted actual purchases. Number processing was performed employing a single linear regression model assisted by statistical software apparatus. The empirical conclusion reveals the existence of a unidirectional relation that is statistically meaningful between the content variable and purchasing decision. The determination coefficient magnitude (R²) valued at 0.414 indicates a contribution proportion of 41.4% toward the response variable. The finding interpretation strengthens the S-O-R framework, wherein content exposure acts as an external trigger that activates the cognitive-emotional mechanism of individuals before culminating in consumption action. Thereby, content configuration that is attractive, informational, as well as contextual can be positioned as a catalyst for purchasing decision enhancement. Practical recommendations are directed to business managers so as to maintain production quality consistency of content as well as digital interaction dynamics.
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