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All Journal Formosa Journal of Applied Sciences (FJAS) Neraca Manajemen, Akuntansi, dan Ekonomi
Aulia, Adinda Dwi Nurul
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Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Social Sciences

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PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING TERHADAP KEPUTUSAN PEMBELIAN DI JANJIAN COFFEE BEKASI Aulia, Adinda Dwi Nurul; Sawitri, Ni Nyoman; Navanti, Dovina; Ali, Hapzi; Khan, Asif
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 15 No. 8 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v15i8.11530

Abstract

Dampak dari pemasaran di media sosial dan mutu pelayanan terhadap keputusan pembelian di Janjian Coffee Bekasi dengan minat beli sebagai variabel perantara. Studi ini menerapkan pendekatan kuantitatif, dengan menggunakan teknik purposive sampling untuk memilih 108 responden yang merupakan pelanggan Janjian Coffee Bekasi. Pengolahan data dilakukan dengan memanfaatkan perangkat lunak SmartPLS 4.0, mencakup pengujian Outer Model, Inner Model, dan Uji Hipotesis. Hasil penelitian mengungkapkan: 1) Sosial Media Marketing berkontribusi secara signifikan terhadap minat beli. 2) Kualitas Pelayanan berpengaruh signifikan terhadap minat beli 3) Sosial Media Marketing tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian. 4) Kualitas pelayan memiliki pengaruh signifikan terhadap keputusan pembelian. 5) Minat Beli berpengaruh positif dan signifikan terhadap keputusan pembelian. 6) Sosial Media Marketing memiliki pengaruh signifikan terhadap Keputusan pembelian melalui Minat beli. 7) Keputusan pelayanan memiliki pengaruh signifikan terhadap Keputusan pembelian melalui Minat beli.
Utilization of Instagram Social Media as a Marketing Promotion Media for Coffee Shops in Bekasi (Study on Instagram Account @Janjiancoffee) Aulia, Adinda Dwi Nurul; Hadita, Hadita
Formosa Journal of Applied Sciences Vol. 3 No. 1 (2024): January, 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i1.7481

Abstract

Seeing the development of coffee shops which is currently increasingly rapid, it is a threat to other coffee shop business people in terms of determining marketing strategies. One form of marketing strategy that is currently being implemented by many coffee shop business people is using Instagram social media to reach a wider market. This research discusses the use of social media Instagram as a marketing promotion medium for coffee shops in Bekasi (Study on the Instagram account @janiancoffee). This research method uses a qualitative descriptive approach. This research uses primary data and secondary data. Based on the results of the research and discussion, there are efforts made by Promise Coffee to increase sales by utilizing Instagram accounts, namely: conducting consumer interactions, collaborations, and holding events. This proves an increase in sales of coffee appointment products.
Co-Authors Hadita, Hadita Hapzi Ali Khan, Asif Navanti, Dovina Ni Nyoman Sawitri