Mardiyati, Siti Aisyah (2023) Pengaruh Strategi Sosial Media Instagram terhadap Minat Beli pada Toko Menantea. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

One of the culinary businesses in Indonesia that is currently developing is "Menantea". Menantea is one of the businesses engaged in the culinary field, especially drinks, namely tea. Seeing a lot of competition in the culinary business, Menantea is quite successful in competing and developing its business. Even when the COIVD-19 pandemic occurred, when all companies and MSME players were trying to survive in the competition, menantea dared to be present and can be said to be successful in marketing. Menantea officially opened on April 10 2021, so far Menantea has opened 111 branches in various provinces in Indonesia. Technological developments have had many impacts in Indonesia. Currently, almost all sectors have used technology for their implementation, such as the education sector, which can currently use virtual communication technology to carry out webinars or training programs that everyone can participate in without having to come to the location. In terms of communication, technology can also make it easier for people to establish social relationships through social media. Currently, Instagram is one of the social media that is currently widely used for various activities. However, along with the development of technology and people's behavior, Instagram is currently also used as a medium for communication, learning, channeling ideas, media for competitions and even marketing media. This study aims to determine the effect of Menantea's marketing strategy through Instagram social media on buying interest in the community. The method used in this research is quantitative. The results given in this study indicate that the variables context, communication, and collaboration have a positive and significant impact on people's buying interest. Meanwhile, the connection variable does not have a significant effect on people's buying interest. Meanwhile, simultaneously, context, communication, collaboration, and connection variables have a positive and significant influence on people's buying interest.

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