Dampak Komunikasi Efektif melalui Konten Media Sosial @yellowfitkitchen terhadap Minat Beli

  • Harashta Mulia Kurniawati Universitas Multimedia Nusantara
  • Intan Primadini Universitas Multimedia Nusantara
Abstract views: 461 , PDF downloads: 415
Keywords: effective communication, instagram content, social media, purchase intention, YellowFit Kitchen

Abstract

The presence of Instagram social media today is not only a means of entertainment, but also a means of promotion and marketing for business people. YellowFit Kitchen as one of the healthy food catering brands utilizes Instagram social media to promote and expedite its marketing activities. The content uploaded by YellowFit Kitchen on the Instagram account is expected to generate interest in buying followers. The purpose of this study was to determine whether there was an effect of social media content on Instagram @yellowfitkitchen on followers' buying interest. This study uses an explanatory quantitative approach with a survey method. The population used is followers of the Instagram account @yellowfitkitchen with a total sample of 400 respondents who were collected by purposive sampling technique. The results of this study indicate that the Instagram social media content variable (X) has an influence on the buying interest variable (Y) by 45.3% and 54.7% is influenced by other factors not discussed in this study.

References

Amri, M. S. (2021). Analisis Pengaruh Social Media Marketing, Content Marketing, dan Brand Image Terhadap Minat Beli Sepatu Compass (Studi Kasus Konsumen Sepatu Compass di Surakarta).
Audia, D. S., Jayawinangun, R., & Ferdinan, F. (2018). Pengaruh Celebrity Endorser Terhadap Minat Pembelian Produk AIDI.ID.
Cahya, I. (2021, januari 18). https://www.merdeka.com/teknologi/5-tren-instagram-yang-makin-digemari-di-masa-pandemi.html. Retrieved from https://www.merdeka.com: https://www.merdeka.com/teknologi/5-tren- instagram-yang-makin-digemari-di-masa-pandemi.html
Cicilia, M. (2020, Juni 17). https://www.antaranews.com/berita/1558900/konsumsi-makanan-sehat- jadi-kebiasaan-baru-selama-pandemi. Retrieved from antaranews.com: https://www.antaranews.com/berita/1558900/konsumsi-makanan-sehat- jadi-kebiasaan-baru-selama-pandemi
Cutlip, S. M., Center, A. H., & Broom, G. M. (2013). Effective Public Relations. New Jersey: Prentice Hall.
datareportal.com. (2020). https://datareportal.com/reports/digital-2020- indonesia. Retrieved from https://datareportal.com: https://datareportal.com/reports/digital-2020-indonesia
Evans, L. (2010). Social Media Marketing: Strategies for Engaging Facebook, Twitter, and Other Social Media. Indianapolis: Que Publishing.
Fajardin, M. (2020, Februari 2). https://nasional.sindonews.com/berita/1514554/15/peran-medsos-jadi- salah-satu-hal-penting-bagi-milenial. Retrieved from https://nasional.sindonews.com: https://nasional.sindonews.com/berita/1514554/15/peran-medsos-jadi- salah-satu-hal-penting-bagi-milenial
Ferdinand, A. (2014). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (Edisi Sembilan). Semarang: Badan Penerbit Universitas Diponegoro.
Gunelius, S. (2011). 30-Minute Social Media Marketing. United States: McGraw- Hills Companies.
halodoc.com. (2020, Januari 30). https://www.halodoc.com/kesehatan/makanan- sehat. Retrieved from https://www.halodoc.com: https://www.halodoc.com/kesehatan/makanan-sehat
https://kemenperin.go.id/artikel/20298/Industri-Makanan-dan-Minuman-Jadi- Sektor-Kampiun-. (2019, Februari 18). Retrieved from https://kemenperin.go.id: https://kemenperin.go.id/artikel/20298/Industri- Makanan-dan-Minuman-Jadi-Sektor-Kampiun-
https://redcomm.co.id/knowledges/9-jenis-konten-media-sosial-yang-bisa-dicoba- untuk-bisnis-anda. (2020). Retrieved from https://redcomm.co.id: https://redcomm.co.id/knowledges/9-jenis-konten-media-sosial-yang-bisa- dicoba-untuk-bisnis-anda
Indika, D. R., & Jovita, C. (2017). MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN. Jurnal Bisnis Terapan, 1(01), 25-32. https://doi.org/10.24123/jbt.v1i01.296
Jessica, C. (2021, Januari 21). https://glints.com/id/lowongan/konten-instagram- personal-branding/#.YK01-KgzbIU. Retrieved from https://glints.com: https://glints.com/id/lowongan/konten-instagram-personal- branding/#.YK01-KgzbIU
Josina. (2017, Desember 6). https://inet.detik.com/cyberlife/d-3757615/soal-fitur- baru-instagram-stories-highlights-dan-stories-archive. Retrieved from https://inet.detik.com: https://inet.detik.com/cyberlife/d-3757615/soal- fitur-baru-instagram-stories-highlights-dan-stories-archive
Kaplan, A., & Haenlein, M. (2010). Users of The World, Unite! The Challenges and Opportunities of Social Media. Business Horizons.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Edisi 13 Jilid 1. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. Jakarta: Indeks.
marketeers.com. (2019, Desember 3). https://marketeers.com/bisnis-fb-kian-sehat-berkat-tren-gaya-hidup-sehat/. Retrieved from https://marketeers.com: https://marketeers.com/bisnis-fb-kian-sehat- berkat-tren-gaya-hidup-sehat/
Martanatasha, M., & Primadini, I. (2019). Relasi Self-Esteem dan Body Image dalam Terpaan Media Sosial Instagram. Ultimacomm: Jurnal Ilmu Komunikasi, 11(2), 158–172. https://doi.org/10.31937/ultimacomm.v11i2.1278
Masharyono, & Hasanah, C. U. (2016). Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Pada Celdi Catering (Survei Pada Konsumen Celdi Catering). Tourism Scientific Journal Volume 1 Nomor 2 Juni 2016, 154.
McQuail, D. (2011). Teori Komunikasi Massa. Jakarta: Salemba Humanika.
Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL : Journal of Communication, 6(1), 36–50. https://doi.org/10.21111/ejoc.v6i1.6242
Miyata, N. S. (2019). Efektivitas Penggunaan Instagram Sebagai Media Promosi Perpustakaan Universitas Kristen Petra. AGORA Vol. 7, No. 2 (2019), 1.
Muijs, D. (2004). Doing Quantitative Research in Education with SPSS. London: SAGE Publications.
Naufal, R. A. (2015). Faktor-Faktor Yang Mempengaruhi Daya Tarik Produk Dalam Upaya Meningkatkan Minat Membeli Sepeda Motor Suzuki Di Kota Semarang. Diponegoro Journal of Management Volume 4, Nomor 4, Tahun 2015.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches. Harlow: Pearson.
Nistanto, R. K. (2013, Desember 11). Retrieved from https://tekno.kompas.com: https://tekno.kompas.com/read/2013/12/11/1251314/Riset.Instagram.Tempat.Beriklan.Paling.Efektif
Priherdityo, E. (2016, September 9). https://www.cnnindonesia.com/gaya- hidup/20160909050532-255-157172/survei-masyarakat-indonesia-mulai- sadar-makanan-sehat. Retrieved from cnnindonesia.com: https://www.cnnindonesia.com/gaya-hidup/20160909050532-255- 157172/survei-masyarakat-indonesia-mulai-sadar-makanan-sehat
Putri, C. S. (2016). Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Cherie Melalui Minat Beli. Jurnal Manajemen dan Start-Up Bisnis, 595.
Rahma, E. (2019, Desember 31). https://marketeers.com/makanan-sehat-jadi- tren-restoran-tahun-2020/. Retrieved from https://marketeers.com: https://marketeers.com/makanan-sehat-jadi-tren-restoran-tahun-2020/
Rahmalia, N. (2021, Januari 8). Retrieved from https://glints.com: https://glints.com/id/lowongan/instagram-stories-ads- adalah/#.YKy9mqgzbIU
Rahmalia, N. (2021, Mei 23). Retrieved from https://glints.com: https://glints.com/id/lowongan/testimonial-marketing- adalah/#.YKsu3agzbIU
Rahman, V. (2020, November 28). Retrieved from https://swa.co.id: https://swa.co.id/youngster-inc/entrepreneur-youngsterinc/berbisnis- makanan-sehat-christopher-dan-gregorius-raih-omset-rp-50- miliar?fbclid=IwAR2TpdsQuNZNHdZNa6dkXS_FsjWMmPMywKwwM HTP6lvTN9Fb7-CxykZfvbE
Ramadhan, B. (2020, Juni 22). Retrieved from https://teknoia.com: https://teknoia.com/10-manfaat-konsisten-membuat-konten-9f8ee1ee01
Satria, A. A. (2017). Pengaruh Harga, Promosi, dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Perusahaan A-36. Jurnal Manajemen dan Start-Up Bisnis Volume 2, Nomor 1, April 2017.
Triyanto, A. (2019). Pengaruh Konten Akun Instagram Berrybenka Terhadap Minat Beli Followers.
Wisnubrata. (2018, April 18). Retrieved from https://kompas.com: https://lifestyle.kompas.com/read/2018/04/18/101000920/bagaimana- menentukan-diet-yang-tepat-?page=all
Wonok, P. G., & Loindong, S. (2018). Pengaruh Minat Transaksional, Referensial, dan Preferensial Terhadap Minat Mereferensikan Produk Roxy di Quicksilver Mantos. Jurnal EMBA Vo.6 No.4 September 2018.
Published
2022-05-26
Section
Articles