PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM DAN PREFERENSI MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS TANGCITY MALL KOTA TANGERANG

Silvia Damayanti

Abstract


Bisnis minuman coffe asal luar negeri memiliki perkembangan yang pesat di Indonesia. Produk minuman coffe asal luar memiliki pesaing yang cukup banyak di pasar Indonesia. Pesatnya persaingan produk minuman coffe tersebut menuntut para pelaku bisnis coffe shop untuk kreatif dan inovatif dalam membuat strategi pemasaran untuk menarik perhatian konsumen. Untuk memenangkan persaingan perusahaan harus mempunyai strategi yang tepat untuk memasarkan produknya. Penelitian ini bertujuan untuk mengetahui apakah Social Media Marketing Instagram dan Preferensi Merek apakah berpengaruh terhadap pembelian produk Starbucks Tangcity Mall Kota Tangerang. Sampel penelitian berjumlah 30 responden dengan teknik analisis data yaitu analisis regresi berganda dan uji hipotesis. Hasil penelitian menunjukkan bahwa Social Media Marketing Instagram dan Preferensi Merek secara simultan berpengaruh terhadap keputusan pembelian konsumen. Secara parsial,masing-masing variabel independen memiliki pengaruh secara signifikan terhadap variabel dependen, di mana variabel Social Media Marketing Instagram memiliki nilai dominan dibanding variable independen lainnya dengan nilai 7,033.
Kata kunci : Social Media Marketing, Preferensi Merek, Keputusan Pembelian.

The coffee beverage business from abroad has experienced rapid development in Indonesia. Coffee drink products from abroad have quite a lot of competitors in the Indonesian market. The rapid competition for coffee beverage products requires coffee shop business people to be creative and innovative in making marketing strategies to attract the attention of consumers. To win the competition, companies must have the right strategy to market their products. This study aims to determine whether Social Media Marketing Instagram and Brand Preference affect the purchase of Starbucks Tangcity Mall products, Tangerang City. The research sample consisted of 30 respondents using data analysis techniques, namely multiple regression analysis and hypothesis testing. The results of the study show that Social Media Marketing Instagram and Brand Preference simultaneously influence consumer purchasing decisions. Partially, each independent variable has a significant influence on the dependent variable, where the Social Media Marketing Instagram variable has a dominant value compared to other independent variables with a value of 7.033.
Keywords: Social Media Marketing, Preference Brand , Buying Decision.

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DOI: http://dx.doi.org/10.31000/sinamu.v4i1.7930

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