EFEKTIVITAS PROMOSI KEDAI KOPI (COFFEE SHOP) MELALUI KONTEN GAMBAR DAN VIDEO INSTAGRAM

Abstract

Perkembangan Coffee Shop di sekitar Kampus IPB, Dramaga mendorong pelaku usaha memanfaatkan media sosial melalui konten gambar dan video sebagai strategi promosi. Penelitian ini bertujuan menganalisis efektivitas promosi Coffee Shop menggunakan model AISAS (Attention, Interest, Search, Action, Share). Penelitian menggunakan pendekatan kuantitatif yang didukung data kualitatif dengan melibatkan 100 responden yang dipilih menggunakan teknik non-probability sampling melalui purposive sampling, yaitu mahasiswa aktif S1 IPB yang menggunakan Instagram dan pernah melihat konten promosi Coffee Shop. Data dianalisis menggunakan metode SEM-PLS serta Wilcoxon Signed Rank Test. Hasil penelitian menunjukkan bahwa karakteristik mahasiswa berpengaruh signifikan terhadap efektivitas promosi. Karakteristik pesan promosi berpengaruh signifikan secara langsung terhadap efektivitas promosi baik pada konten gambar maupun video, sedangkan pengaruh tidak langsung yang signifikan terutama terjadi pada tahap attention. Konten video memiliki tingkat efektivitas lebih tinggi dibandingkan konten gambar, terutama pada dimensi search dan action.

The development of Coffee Shops around the IPB Campus, Dramaga has encouraged business owners to utilize social media through image and video content as a promotional strategy. This study aims to analyze the effectiveness of Coffee Shop promotions using the AISAS (Attention, Interest, Search, Action, Share) model. The study used a quantitative approach supported by qualitative data involving 100 respondents selected using a non-probability sampling technique through purposive sampling, namely active IPB undergraduate students who use Instagram and have seen Coffee Shop promotional content. Data were analyzed using the SEM-PLS method and the Wilcoxon Signed Rank Test. The results showed that student characteristics significantly influenced promotional effectiveness. The characteristics of promotional messages significantly directly influenced promotional effectiveness for both image and video content, while significant indirect effects occurred mainly at the attention stage. Video content had a higher level of effectiveness than image content, especially in the search and action dimensions.