Pengaruh Instagram Marketing terhadap Keputusan Pembelian melalui Brand Awareness, Brand Trust dan Brand Loyalty pada Konsumen Tentwo Coffee Surabaya

Ramadhan, Dendy (2023) Pengaruh Instagram Marketing terhadap Keputusan Pembelian melalui Brand Awareness, Brand Trust dan Brand Loyalty pada Konsumen Tentwo Coffee Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Bisnis kuliner merupakan salah satu sektor yang mempengaruhi pertumbuhan industri pariwisata. Salah satunya adalah coffee shop, merujuk pada data konsumsi kopi nasional dari Kementerian Pertanian yakni mengalami peningkatan 8,22 persen setiap tahun akan tetapi dalam grafik pertumbuhan cenderung menurun. Tentwo Coffee yang dipilih sebagai objek penelitian juga menerapkan strategi pemasarannya melalui penggunaan Instagram Marketing. Akan tetapi muncul sebuah permasalahan yakni Tentwo Coffee tidak bisa mengkonversi dan menganalisis dampak Instagram Marketing terhadap keputusan pembelian dari pelanggan Tentwo Coffee melalui brand awareness, brand trust dan brand loyalty. Instagram marketing menjadi penting dilakukan karena menurut data dari Pemerintah kota Surabaya disetiap tahunnya semakin bertumbuh jumlah bisnis f&b yang berarti kompetitor dari Tentwo coffee. Oleh karena itu Tentwo coffee harus menyampaikan value proposition dan diferensiasi dibanding kompetitor lain melalui sebuah konten. Berdasarkan kerangka S-O-R, penelitian ini bertujuan untuk menguji bagaimana aktivitas Instagram Marketing mempengaruhi keputusan pembelian melalui brand awareness, brand trust dan brand loyalty untuk Tentwo Coffee. Penelitian ini merupakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian, maka teknik pengolahan dan analisis data pada penelitian ini menggunakan analisis deskriptif dan PLS-SEM dengan 157 sampel. Hasil menunjukkan bahwa Instagram Marketing berhubungan positif dan signifikan terhadap brand trust, brand loyalty dan brand awareness. Selanjutnya brand awareness dan brand trust berhubungan positif dan signifikan terhadap purchase decision. Akan tetapi Instagram Marketing dan Brand Trust berhubungan positif dan tidak signifikan terhadap purchase decision. Terdapat implikasi manjerial untuk Tentwo coffee sebagai strategi marketing di masa depan melalui media sosial khususnya di Instagram, yang berfungsi untuk peningkatan nilai brand awareness, brand trust dan brand loyalty yang akan berdampak kepada purchase decision.
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The culinary business is one sector that influences the growth of the tourism industry. One of which is coffee shop, referring to national coffee consumption data from the Ministry of Agriculture, which has increased by 8.22 percent every year, but in the growth chart, it tends to decrease. Tentwo Coffee which was chosen as the research object also implemented its marketing strategy through the use of Instagram Marketing. However, a problem arose, namely Tentwo Coffee could not convert and analyze the impact of Instagram Marketing on purchasing decisions from Tentwo Coffee customers via brand awareness, brand trust, and brand loyalty. Instagram marketing is important because according to data from the Surabaya city government, the number of businesses grows every year which means competitors from Tentwo coffee. Therefore Tentwo coffee must deliver value proposition and differentiation compared to other competitors through content. Based on the S-O-R framework, this study aims to examine how Instagram marketing activities influence purchase decisions through brand awareness, brand trust, and brand loyalty for Tentwo Coffee. This research is a research model conclusive descriptive – multiple cross-sectional with a quantitative approach. To achieve the research objectives, the processing techniques and data analysis in this study used descriptive analysis and PLS-SEM with 157 samples. The results show that Instagram Marketing has a positive and significant relationship with brand trust, brand loyalty, and brand awareness. Next brand awareness and brand trust are positively and significantly related to purchase decisions. But Instagram Marketing and Brand Trust are positively and not significantly related to purchase decisions. There are managerial implications for Tentwo coffee as a future marketing strategy through social media, especially on Instagram, which serves to increase value brand awareness, brand trust, and brand loyalty which will impact the purchase decision.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Instagram Marketing, Purchase Decision, Brand Awareness, Brand Trust, Brand Loyalty, Coffee Shop
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HM Sociology > HM742 Online social networks.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Dendy Ramadhan
Date Deposited:	14 Feb 2023 12:37
Last Modified:	14 Feb 2023 12:37
URI:	http://repository.its.ac.id/id/eprint/97422

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