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

UTAMI, SRI RIZKY PUTRI and Murti, Krisna (2024) MEDIA SOSIAL CONVENIENCE STORE ALFAMART BRANCH PALEMBANG SEBAGAI MEDIA PROMOSI DALAM MENINGKATKAN MINAT BELI KOPI BEAN SPOT DI WILAYAH PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Media Sosial, Instagram, Media Promosi, Minat Beli
Subjects:	H Social Sciences > HF Commerce > HF5460-5469.5 Department stores. Mail order business. Supermarkets. Convenience stores
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Sri Rizky Putri Utami
Date Deposited:	19 Jan 2025 14:15
Last Modified:	19 Jan 2025 14:15
URI:	http://repository.unsri.ac.id/id/eprint/165511

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