Pengaruh Kualitas Produk dan Promosi Media Sosial Terhadap Minat Pembeli Sekopi Renon

Ersamiya Ika Jayanthi; I Gusti Ngurah Wikranta Arsa; Ni Wayan Setiasih

doi:10.32795/widyamanajemen.v7i1.6078

Ersamiya Ika Jayanthi Program Studi Bisnis Digital Fakultas Bisnis dan Vokasi, Institut Teknologi dan Bisnis STIKOM Bali
I Gusti Ngurah Wikranta Arsa Program Studi Bisnis Digital Fakultas Bisnis dan Vokasi, Institut Teknologi dan Bisnis STIKOM Bali
Ni Wayan Setiasih Program Studi Bisnis Digital Fakultas Bisnis dan Vokasi, Institut Teknologi dan Bisnis STIKOM Bali

DOI: https://doi.org/10.32795/widyamanajemen.v7i1.6078

Keywords: Product quality, Social Media Promotion, Buyer Interest

Abstract

This research aims to find out how much influence product quality and promotion using Instagram social media have on consumer buying interest at the Sekopi Renon coffee shop through buyer interest. In the first part, the researcher first distributed the questionnaire viagoogle form to 100followers which was then distributed via the social media application Instagram Sekopi Renon to carry out validity and reliability testing. In the second part, the researchers then tested classical assumptions in the form of Normality Test, Multicollinearity Test, and Heteroscedasticity Test. In the third part the researcher carried out a multiple linear regression test. And finally, the researchers carried out tests using the independent F-test and t-test to determine the influence between product quality and Sekopi Renon's Instagram social media promotion. The results of the research show that (1) Product quality and social promotion using Instagram simultaneously have a positive and significant effect on buyer interest in the Sekopi Renon coffee shop (2) Product quality partially has no effect on buyer interest in the Sekopi Renon coffee shop (3) Social promotion with Instagram partially has a positive and significant effect on buyer interest in the Sekopi Renon coffee shop.

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