The Influence of Social Media Marketing Instagram on Purchase Intention at Café Manupi

Abstract

The coffee industry is currently growing rapidly, in the last 5 (five) years a lot of new players have been born in this industry. It also creates a new trend towards target consumers in this industry. Almost all generations spend their activities in coffee shops, from meeting friends, doing work, to just refreshing. One of the cafe brands that is the object of the author's research here is Manupi cafe. This is because the object of this research has decreased sales by 38% in the last 3 months. In this study, what was observed was social marketing through Instagram. The social media was chosen because Manupi's target consumers are young people with an age range of 17-30 years who like to spend their time in coffee shops. Instagram is the right choice for social media marketing in this industry, considering that the dominant active users of Instagram are the generation who are in the age range of 15-35 years. This study aims to determine the effect of Instagram's social media marketing activities on purchase intention at the Manupi cafe. The data analysis method uses structural equation modeling (SEM-PLS) analysis techniques which are processed using SmartPLS 4.0 with a total of 385 respondents. The type of this research sample is purposive sampling by using questionnaires to 385 respondents distributed using google form, the data that has been collected is processed using SmartPLS to determine the relationship between each variable. From the data that has been processed, it is found that SMMA, Brand Equity, and E-Wom have a positive effect on purchase intention and on the increase in sales of the Manupi cafe.