1.984. Furthermore, the magnitude of the influence is obtained from the determination value of 0.539, which indicates that 53.9% of consumer purchasing interest is influenced by the Instagram social media, while the remaining 46.1% is influenced by other factors." />
Image of MEDIA SOSIAL CONVENIENCE STORE ALFAMART BRANCH PALEMBANG SEBAGAI MEDIA PROMOSI DALAM MENINGKATKAN MINAT BELI KOPI BEAN SPOT DI WILAYAH PALEMBANG

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MEDIA SOSIAL CONVENIENCE STORE ALFAMART BRANCH PALEMBANG SEBAGAI MEDIA PROMOSI DALAM MENINGKATKAN MINAT BELI KOPI BEAN SPOT DI WILAYAH PALEMBANG

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This research is titled "Social Media of Alfamart Convenience Store Branch Palembang as a Promotional Media in Increasing Purchase Interest in Bean Spot Coffee in the Palembang Area," and aims to analyze the influence of Instagram social media as a promotional medium in increasing consumer purchase interest, reviewed from the 4C theory (context, communication, collaboration, connection) and AIDA aspects (attention, interest, desire, action). This research uses a quantitative approach with data collection through questionnaires from 100 respondents using purposive sampling technique. The research results are used to explain the influence of social media, particularly Instagram, on consumer purchase interest. In this study, it is shown that social media as a promotional medium has a significant influence on increasing consumer purchase interest in the Palembang area, indicated by a t-value of 10.712 > 1.984. Furthermore, the magnitude of the influence is obtained from the determination value of 0.539, which indicates that 53.9% of consumer purchasing interest is influenced by the Instagram social media, while the remaining 46.1% is influenced by other factors.

Availability
Inventory Code Barcode Call Number Location Status
2507000527T165511T1655112024Central Library (REFERENCES)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1655112024
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik.,
Collation
xix, 112 hlm.: ilus., tab.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Komunikasi
Prodi Ilmu Komunikasi
Specific Detail Info
-
Statement of Responsibility
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No other version available

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