DAFTAR ISI

Hal
HALAMAN JUDUL ............................................................................................ i

ABSTRAK .......................................................................................................... ii
HALAMAN PERSETUJUAN ............................................................................ iii
HALAMAN PENGESAHAN ............................................................................. iv
HALAMAN PERSEMBAHAN.......................................................................... v
RIWAYATHIDUP ............................................................................................. vi
HALAMAN MOTTO ......................................................................................... vii

KATAPENGANTAR ......................................................................................... vii

DAFTARTABEL ................................................................................................ xi
DAFTARGAMBAR ........................................................................................... xii
DAFTARLAMPIRAN ......................................................................................... xii

BAB.IPENDAHULUAN ................................................................................. 1
1.1 LatarBelakangMasalah .................................................................. 1
1.2 RumusanMasalah ........................................................................... 6
1.3 Tujuan Penelitian ........................................................................... 7
1.4 ManfaatPenelitian .......................................................................... 7
a. Manfaat Teoritis .................................................................... 7
b. ManfaatPraktis ...................................................................... 7
1.5 Kerangka Berpikir ......................................................................... 8
1.6 Hipotesis ....................................................................................... 9
BAB.II TINJAUAN PUSTAKA ................................................................................ 11
2.1 Penelitian Terdahulu .................................................................... 11
 2.2 Sejarah Singkat Nuju Coffe.......................................................... 16
2.3 Media Sosial ................................................................... ............ 20
2.3.1 Pemasaran Media Sosial ............................................... .. 20
2.3.2 Instagram ....................................................................... 21
2.3.3 Konten Instagram ............................................................. 22
a. Konten Gambar/Visual .............................................. 22
b. Konten Video/Audio Visual ....................................... 28
c. Caption...................................................................... 31
2.4 Komunikasi Pemasaran ............................................................... 33
2.5 Hierarchy of effect Model ............................................................ 34
2.5.1 Area Kognitif (Cognitive Area) ........................................... 36
a. Kesadaran (Awareness)................................................. 36
b. Pengetahuan (Knowledge) ............................................ 37
2.5.2 Area Afektif (Affective Area)............................................... 37
a. Kesukaan (Liking) ......................................................... 37
b. Pilihan (Preference) ...................................................... 37
c. Keyakinan (Conviction) ................................................ 37
2.5.3 Area Tindakan (Behavior Area) .......................................... 37
2.6 Minat Beli .................................................................................. 40
2.6.1 Aspek – Aspek Dalam Minat beli ....................................... 40
2.6.2 Faktor Yang Mempengaruhi Minat Beli.............................. 41
2.6.3 Tahapan Minat Beli ............................................................ 41
a. Perhatian (Attention) ..................................................... 43
b. Ketertarikan (Interest) ................................................... 43
c, Keinginan (Desire) ........................................................ 43
d. Keputusan (Decetion) ................................................... 44
e. Tindakan (Action) ......................................................... 44

BAB III METODOLOGI PENELITIAN ................................................................... 45

3.1 Pendekatan Penelitian .................................................................. 45

3.2 Metode Penelitian ........................................................................ 45
 3.3 Variabel Penelitian....................................................................... 46
3.3.1 Variabel Bebas (Independent Variable) ............................... 46
3.3.2 Variabel Terikat (Dependent Variable) ................................ 46
3.4 Definisi Konseptual ..................................................................... 47
3.4.1 Konten Instagram @nujucoffe ......................................... 47
a. Konten Gambar (Visual) ............................................. 47
b. Konten Video (Audio Visual) ...................................... 47
c. Keterangan (Caption) ................................................. 48
3.4.2 Minat Beli ....................................................................... 48
a. Perhatian (Attention) ..................................................... 48
b. Ketertarikan (Interest) .................................................. 49
c, Keinginan (Desire) ....................................................... 49
d. Keputusan (Decetion) ................................................... 49
e. Tindakan (Action) ......................................................... 49
3.5 Definisi Operasional ................................................................... 49
3.6 Populasi dan Simpel..................................................................... 55
3.6.1 Populasi............................................................................ 55
3.6.2 Sampel ............................................................................. 56
3.7 Teknik Pengumpulan Sampel ....................................................... 57
3.8 Teknik Pengumpulan Data ........................................................... 58
3.8.1 Data Primer ......................................................................... 58
3.8.2 Data Sekunder ..................................................................... 58
3.9 Teknik Pengukuran Data .............................................................. 59
3.10 Teknik Analisis Data ................................................................... 59
3.10.1 Uju Normalitas .................................................................. 59
3.10.2 Uji Regresi Linear Sederhana .......................................... 60
3.11 Teknik Pengujian Instrumen ........................................................ 60
3.11.1 Uji Validitas ...................................................................... 61
3.11.2 Uji Reliabilitas ................................................................. 62
3.12 Pengujuan Hipotesis ................................................................. 62

BAB IV HASIL DAN PEMBAHASAN .................................................................... 64

 4.1 Uji Validitas ................................................................................ 64
4.2 Uji Reliabilitas ............................................................................. 66
4.3 Hasil Penelitian ............................................................................ 68
4.3.1 Karakteristik Responden................................................... 68
4.4 Variabel Konten yang mempengaruhi Minat Beli Followers
@nujucoffe di Instagram .............................................................. 70
4.4.1 Variabel Konten Instagram @nujucoffe ............................ 70
a. Konten Gambar (Visual) ............................................. 70
b. Konten Video (Audio Visual) ...................................... 71
c. Keterangan (Caption) ................................................. 72
4.5 Variabel Minat Beli Masyarakat (Y)............................................. 75
a. Indikator Attention (perhatian) .................................... 75
b. Indikator Interest (Ketertarikan) ................................. 78
c. Indikator Desire (Keinginan) ...................................... 81
d. Indikator Decesion (Keputusan) .................................. 84
e. Indikator Action (Tindakan) ........................................ 88
4.6 Teknik Analisis Data .................................................................... 93
4.6.1 Uji Normalitas .................................................................. 93
4.6.2 Uji Regresi Linear Sederhana ........................................... 94
4.7 Pengujian Hipotesis (Uji F) .......................................................... 95
4.7.1 Pengaruh Konten Instagram terhadap Minat
Pembelian ........................................................................ 96
4.8 Pembahasan ........................................................................................ 97
4.8.1 Variabel X (Konten Instagram) ......................................97
a. Konten Instagram Foto/Gambar (Visual) .................97
b. Konten Video (Audio Visual) ................................... 100
c. Keterangan (Caption)............................................... 102
4.8.2 Variabel Y (Minat Beli) ............................................... 103
a. Indikator Attention (perhatian) ................................. 103
b. Indikator Interest (Ketertarikan) ............................... 104
c. Indikator Desire (Keinginan) ................................... 105
d. Indikator Decesion (Keputusan) ............................... 105
e. Indikator Action (Tindakan) ..................................... 106
4.9 Hasil Penemuan Penelitian ........................................................ 107
4.10 Kaitan Teori Hierarchy of Effect Model Terhadap Minat Beli ... 109
BAB V SIMPULAN DAN SARAN
 5.1 Simpulan ..................................................................................... 110
5.2 Keterbatasan Penelitian ............................................................... 111
5.3 Saran ........................................................................................... 111

DAFTAR PUSTAKA
LAMPIRAN PENELITIAN
 PENGARUH KONTEN INSTAGRAM @NUJUCOFFE
TERHADAP MINAT BELIKONSUMEN
Disusun :
Mifzan Abdillah
(1616031043)

ABSTRAK

` Pertumbuhan cafe yang terus meningkat menimbulkan persaingan yang ketat diantara cafe
tersebut. Salah satu cara menghadapi persaingan dan mempertahankan eksistensi dengan
memanfaatkan penggunaan media sosial Instagram. Media sosial Instagram dipilih menjadi
objek penelitian dibandingkan media sosial lainnya karena memiliki pengaruh yang lebih
besar. Pada zaman sekarang, brand yang bisa membuat tampilan visual seperti video, foto dan
Caption yang menarik memiliki kesempatan besar untuk mendapatkan feedback positif dari
konsumennya. Salah satu cafe yang memanfaatkan media sosial Instagram adalah
@nujucoffe. Konten Instagram @nujucoffe digunakan untuk memenuhi kebutuhan informasi
para pengikutnya sehingga diharapkan dapat berdampak untuk meningkatkan minat beli
konsumen @nujucoffe.

Penelitian ini menerapkan teori Teori Hierarchy of Effects, konsep Social Media Marketing dan
Minat Beli. Peneliti menggunakan metode kuantitatif bersifat deskriptif dengan variabel
Konten Instagram @nujucoffe, Penelitian ini menggunakan metode survei dengan teknik
purposive sampling melalui penyebaran kuesioner kepada pengikut akun Instagram
@nujucoffe. Hasil akhir penelitian ini adalah adanya pengaruh Konten Instagram
@nujucoffe terhadap Minat Beli followers @nujucoffe dan Konsumen sebesar 49,1%,
sedangkan 50,9% lainnya dipengaruhi oleh variabel lain yang tidak diteliti.

Kata kunci: media sosial Instagram, cafe, konten Instagram, minat beli.
THE INFLUENCE OF INSTAGRAM CONTENT @NUJUCOFFE ON
CONSUMER BUYING INTEREST
By :
Mifzan Abdillah
(1616031043)

ABSTRACT

` The growth of the cafe continues to increase causing intense competition between these cafes. One
way to face competition and maintain existence is by utilizing the use of social media Instagram.
Instagram social media was chosen to be the object of research compared to other social media
because it has a greater influence. In today's era, brands that can create visuals such as videos,
photos and attractive captions have a great opportunity to get positive feedback from their
consumers. One cafe that uses Instagram social media is @nujucoffe. Instagram @nujucoffe
content is used to meet the information needs of its followers so that it is expected to have an
impact on increasing the buying interest of @nujucoffe consumers.
This study applies the theory of Hierarchy of Effects theory, the concept of Social Media
Marketing and Buying Interest. The researcher uses a descriptive quantitative method with the
Instagram content @nujucoffe variable. This study uses a survey method with purposive sampling
technique through distributing questionnaires to followers of the @nujucoffe Instagram account.
The final result of this study is the influence of @nujucoffe Instagram content on the buying
interest of @nujucoffe followers and consumers by 49.1%, while the other 50.9% is influenced by
other variables not examined.

Keywords: Instagram social media, cafe, Instagram content, buying interest.