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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Business and Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 22828253     DOI : https://doi.org/10.29313/bcsbm.v2i1
Core Subject : Economy,
Economics, Econometrics & Finance
Bandung Conference Series Business and Management (BCSBM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen dan Bisnis dengan ruang lingkup Adjusted Exponential Smoothing, Bauran Produk, Capital Adequacy Ratio, Crash Program, Critical Path Method (CPM), Diagram Preventive, Diferensiasi Produk, Economic Order Quantity (EOQ), Harga, Internet Banking, Ishikawa, Kepuasan Kerja, Keputusan Pembelian, Keuntungan Maksimal, kualitas pelayanan, Lingkungan Kerja, Loan to Deposit Ratio, loyalty consumers, manajemen proyek, Manajemen Rantai Pasok, Matriks SCOR, Metode Hungarian Peramalan, metode lintasan kritis (CPM) brand image, metode Service quality, Metode Simpleks, Mixed-Product Proyek, model Kano network planning, Non Performing Loan Pelayanan Jasa, Pemeliharaan, perputaran persediaan dan piutang, Production Process, Profit, proyek pembangunan, Purchase Of Raw Materials, Rantai Pasok, return on investment, SCOR Kinerja, Service Quality, Simplex Method, Turnover Intention Kinerja, Waktu dan Biaya, Optimal Penugasan Kerja. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
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Pengaruh Content Marketing di Instagram dan Store Atmosphere terhadap Keputusan Pembelian pada Kopi Salarea Dago Muhammad Risyda Asyafar; Dede R Oktini; Nindya Saraswati
Bandung Conference Series: Business and Management 879-886
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25482

Abstract

Abstract. The rapid growth of coffee shop businesses in Bandung has intensified competition among business owners, requiring effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of Instagram content marketing and store atmosphere on purchasing decisions at Kopi Salarea Dago. This research employed a quantitative method with descriptive and verificative approaches. Data were collected through questionnaires distributed to 100 consumers of Kopi Salarea Dago selected using purposive sampling. The collected data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination with IBM SPSS Statistics 25. The findings indicate that Instagram content marketing has a positive and significant effect on purchasing decisions. Conversely, store atmosphere does not have a significant partial effect on purchasing decisions. However, simultaneously, content marketing and store atmosphere significantly influence purchasing decisions. The study concludes that content marketing is the dominant factor affecting consumer purchasing decisions at Kopi Salarea Dago. Therefore, business owners are encouraged to improve the quality, consistency, and relevance of social media content while maintaining a comfortable store atmosphere to strengthen consumer purchasing decisions. Abstrak. Perkembangan industri kedai kopi di Kota Bandung yang semakin pesat menyebabkan persaingan antar pelaku usaha semakin tinggi sehingga diperlukan strategi pemasaran yang mampu meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh content marketing Instagram dan store atmosphere terhadap keputusan pembelian pada konsumen Kopi Salarea Dago. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen Kopi Salarea Dago dengan teknik purposive sampling. Analisis data dilakukan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi menggunakan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Sementara itu, store atmosphere tidak berpengaruh signifikan secara parsial terhadap keputusan pembelian. Namun, secara simultan kedua variabel berpengaruh signifikan terhadap keputusan pembelian. Temuan penelitian menunjukkan bahwa content marketing merupakan faktor yang paling dominan dalam memengaruhi keputusan pembelian konsumen Kopi Salarea Dago. Oleh karena itu, peningkatan kualitas konten digital perlu menjadi fokus utama perusahaan tanpa mengabaikan kualitas suasana toko.

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