PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP PEMILIHAN COFFEE SHOP DI DESA PANJER, DENPASAR

Abstract

Instagram as an interactive visual platform in building the image and appeal of Coffee Shops through content that displays products, atmosphere, and promotions on the Stories and Reels features. Instagram is now one of the most widely used digital platforms for business promotion, including in the culinary sector. This study aims to determine the influence of Instagram social media on the selection of Coffee Shops in Panjer Village, Denpasar. This study uses observation techniques, questionnaires, and documentation in collecting data that will be analyzed descriptively quantitatively. This study uses the AIDA model as a variable. The results of the study showed that the average result of all variables and indicators was 4.17, which means that customers agree that Instagram social media can influence their decisions in choosing Coffee Shops in Panjer Village, Denpasar. There are 2 variables with a very agree interpretation, namely the attention and interest variables with a value of 4.23 and 2 other variables have an agree interpretation, namely the desire variable with a value of 4.16 and the action variable with a value of 4.07. This study recommends that Coffee Shops continue to optimize promotions through Instastory and Instagram Feeds by presenting clear messages, and focusing on adjusting product and service offerings to the needs and desires of customers