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Abstract
This study is to determine the effect of content on Instagram on consumer buying interest in Space Coffee Roastery Yogyakarta. Instagram content is various kinds of things that are shared by users via Instagram accounts. This type of research is survey research. The number of samples is 100 respondents. Data collection using a questionnaire with a Likert scale. Processing and data analysis using quantitative descriptive analysis and simple linear regression analysis, significance test of individual parameters (t test), simultaneous significance test (F test), analysis of the coefficient of determination (R ²). The results showed that the percentage based on the Instagram content variable was dominated by very attractive as many as 71 (71%). The percentage based on the purchase interest variable was dominated by very high as much as 76 (76%). The results of the t test get a result of 0.000 <0.05, it can be concluded that Instagram content has a significant effect on buying interest. This shows that the more often you attract Instagram content, the more consumer interest in buying Space Coffee Roastery Yogyakarta will increase.
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References
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References
Ambarwati, Miki. 2015. Pengaruh Citra Merek Terhadap Minat Beli (Survei Pada Mahasiswa Universitas Brawijaya Yang Menggunakan Pasta Gigi Pepsodent). Jurnal Administrasi Bisnis (JAB)|Vol. 25 No. 1Agustus2015|
Ball, D., P.S. Coelho, A. Machas. 2004. The Role of Communication and Trust in. Explaining Customer Loyalty: An Extension to the ECSI Model. European.
Febbyana, Deka Cahya. 2018. Pengaruh Konten Instagram Terhadap Minat Berkunjung Konsumen. Jurnal Universitas Sebelas Maret
Ihwan Susila. 2004. Pengaruh Service Quality Perception. Terhadap Purcase Intention. Usahawan NO. 07 TH XXXI11 JULI 2004.
McQuail, Denis. 2000. Mass Communication Theory (Teori Komunikasi Massa). Diterjemahkan oleh: Agus Dharma dan Aminuddin Ram. Jakarta: Erlangga.
Nasrullah, Rulli. 2017. Media Sosial : Perspektif Komunikasi, Budaya, dan. Sosioteknologi. Bandung:Remaja Rosdakarya.
Rizki, Maharani Amelia. 2017. Pengaruh Terpaan Media Sosial Instagram Terhadap Citra Destinasi Dan Dampaknya Pada Keputusan Berkunjung (Survei pada Pengunjung Kampung Jurnal Administrasi Bisnis (JAB)|Vol. 49 No. 2 Agustus 2017|Warna Warni Jodipan, Kota Malang).
Schiffman & Kanuk. 2004. Perilaku Konsumen (edisi 7). Jakarta: Prentice Hall.
Steiner. 1961, A Model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, 25(October):59-62.
Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif,. Kualitatif, dan R&D. Bandung: Alfabeta.
Wahyuni, Sri. 2019. Pengaruh Konten Instagram @Smrfoodies Terhadap Minat Beli Followers. eJournal Ilmu Komunikasi, 2019, 7 (1): 154-166