The influence of instagram digital marketing on customer purchase intention at Alan's Kitchen catering (Petisah branch) in Medan

Taher, Shania (2021) The influence of instagram digital marketing on customer purchase intention at Alan's Kitchen catering (Petisah branch) in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As the invention of Instagram digital marketing has overtaken the trend, many business owners like Alan’s Kitchen Catering create their own Instagram account to flourish the business even more. However, there are some negative comments about how the photos are not attractive and lacking information. In addition, there is no good copy writing, or hashtag that could be useful to promote the business. This may influence customer purchase intention as people in general love interesting and attractive things. The number of samples in this research is 33 customers who have monthly catering order service at Alan’s Kitchen Petisah branch in Medan. The sampling method used in this research is census sampling. This research is using a simple linear regression analysis and all the data has gone through the instrument testing, classical assumption test and hypothesis testing. The research result shows that there is an influence of Instagram digital marketing (X) on customer purchase intention (Y) at Alan’s kitchen catering Petisah branch, in Medan, which is indicated by the significance value as 0.002 < 0.05 and the value of t count (3.401) > value of t-table (2.039). As can be seen from the lowest mean value, which indicates most of the respondents do not agree with the attractiveness of the Instagram, it is recommended for the catering business to improve the content creativity, by browsing references or hiring an experience content creator./ Sejak penemuan pemasaran digital instagram telah mengambil alih tren, banyak pemilik bisnis seperti Alan's Kitchen Catering membuka akun instagram mereka sendiri untuk mengembangkan bisnisnya lagi. Namun, ada beberapa komentar negatif tentang bagaimana foto-foto itu tidak menarik dan kurangnya informasi. Selain itu tidak ada copywriting yang bagus, atau hashtag yang bisa berguna untuk mempromosikan bisnis. Hal ini dapat mempengaruhi niat beli pelanggan karena orang pada umumnya menyukai hal-hal yang menarik dan memiliki daya tarik. Jumlah sampel dalam penelitian ini adalah 33 pelanggan yang memiliki layanan katering pemesanan bulanan di Alan’s Kitchen Catering Cabang Petisah Medan. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah census sampling. Penelitian ini diidentifikasi sebagai analisis regresi linier sederhana dan semua data telah melalui uji instrumen, uji asumsi klasik dan uji hipotesis. Hasil penelitian menunjukkan bahwa terdapat pengaruh instagram digital marketing (X) terhadap niat beli konsumen (Y) pada Alan's kitchen catering cabang Petisah Kota Medan yang ditunjukkan dengan nilai signifikansi 0,002 < 0,05 dan nilai t hitung (3,401) > nilai t-tabel (2,039). Terlihat dari nilai mean terendah yang menunjukkan sebagian besar responden tidak setuju dengan daya tarik instagram, maka disarankan kepada pemilik usaha katering untuk meningkatkan kreativitas konten, dengan menelusuri referensi atau menyewa pembuat konten yang berpengalaman.

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