Analisis Pengaruh Social Media Marketing Instagram Terhadap Minat Beli Konsumen Kafe Putti Kedaton, Bandar Lampung
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Deffa Refilia
Andoni Fornio Barusman
This study aims to analyze the influence of social media Instagram on consumer buying interest at Putti Cafe, Kedaton Bandar Lampung. This study uses a sampling technique, namely purposive sampling by determining the number of respondents as many as 50 people, which were distributed to cafe Putri consumers directly, the questionnaires were distributed for 2 days. Based on the research that has been done, the results of hypothesis testing produced at count of 18.301 at a significance of 0.00 <0.05 then Ho is rejected and Ha is accepted, which means that attraction (X1) has a positive and significant effect on consumer buying interest (Y). Furthermore, the coefficient of determination test produces a coefficient of determination R2 of 0.875 %, meaning that 875% of consumer buying interest can be explained by social media variables while 12.5% of consumer buying interest is influenced by other unknown variables in this study.
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