| dc.contributor.advisor | Fatchiya, Anna | |
| dc.contributor.author | Andina, Nadella | |
| dc.date.accessioned | 2024-01-16T00:08:05Z | |
| dc.date.available | 2024-01-16T00:08:05Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/134762 | |
| dc.description.abstract | Tea house “Conextea” merupakan sebuah usaha yang menyajikan produk olahan teh dan relatif baru berdiri sejak 2021. Oleh karena itu, penting dilakukan promosi dalam mengembangkannya. Promosi melalui Instagram dan atmosfer toko menjadi langkah yang tepat untuk memperkuat kecenderungan konsumen dalam melakukan pembelian produk. Tujuan penelitian ini adalah menganalisis efektivitas Instagram dan atmosfer toko serta perbedaan keefektifan kedua media tersebut sebagai media promosi pada tea house “Conextea”, menganalisis faktor-faktor yang memengaruhi efektivitas promosi, dan menganalisis pengaruh efektivitas Instagram dan atmosfer toko terhadap frekuensi membeli pada tea house “Conextea”. Metode yang digunakan adalah metode survei dengan membagikan kuesioner online kepada 50 followers Instagram @conexteabsd yang pernah mengunjungi tea house “Conextea” dan wawancara mendalam dengan informan. Hasil penelitian menunjukkan Instagram dan atmosfer toko efektif sebagai media promosi karena mampu meningkatkan empati, persuasi, dampak, dan komunikasi (model EPIC). Di antara kedua media tersebut, atmosfer toko lebih kuat efektivitasnya. Faktor yang memengaruhi efektivitas Instagram @conexteabsd adalah kelengkapan informasi, kejelasan bahasa, daya tarik foto, daya tarik warna, frekuensi pengiriman pesan, dan frekuensi feedback pesan, sedangkan faktor yang memengaruhi efektivitas atmosfer toko adalah usia, exterior, general interior, store layout, dan interior display. Instagram dan atmosfer toko efektif sebagai media promosi untuk meningkatkan frekuensi pembelian oleh konsumen. | id |
| dc.description.abstract | Tea house "Conextea" is a business that serves processed tea products and has been relatively new since 2021. Therefore, it is important to do promotion in developing it. Promotion through Instagram and store atmosphere are the right steps to strengthen consumer tendencies to purchase products. The purpose of this study was to analyze the effectiveness of Instagram and store atmosphere and the difference in the effectiveness of the two media as promotional media at the tea house "Conextea", analyze the factors that influence the effectiveness of promotion, and analyze the effect of the effectiveness of Instagram and store atmosphere on the frequency of buying at the tea house "Conextea". The method used is a survey method by distributing online questionnaires to 50 Instagram followers @conexteabsd who have visited the tea house "Conextea" and in-depth interviews with informants. The results showed that Instagram and store atmosphere were effective as promotional media because they were able to increase empathy, persuasion, impact, and communication (EPIC model). Between the two media, the store atmosphere is stronger in effectiveness. Factors that influence the effectiveness of Instagram @conexteabsd are completeness of information, clarity of language, attractiveness of photos, attractiveness of colors, frequency of message delivery, and frequency of message feedback, while factors that influence the effectiveness of the store atmosphere are age, exterior, general interior, store layout, and interior display. Instagram and store atmosphere are effective as promotional media to increase the frequency of purchases by consumers. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Efektivitas Instagram dan Atmosfer Toko pada Tea House "Conextea" | id |
| dc.title.alternative | The Effectiveness of Instagram and Store Atmosphere at the Tea House "Conextea" | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | Instagram | id |
| dc.subject.keyword | promotion | id |
| dc.subject.keyword | store atmosphere | id |
| dc.subject.keyword | tea house | id |
