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PENGARUH PROMOSI DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI DI Cafe WARUNG KURING

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ABSTRACT THE EFFECT OF WARUNG KURING CAFÉ PROMOTION IN INSTAGRAM AGAINST INTEREST OF BUYING Aranged by: Sere Titian Situmorang NIM: 1731020 The purpose of this study aims to determine the effect of promotion social media Instagram to the interest of buying at Warung Kuring and how much warung kuring influence of promoting via social media Instagram @warungkuringbdg to the interest of buying. The research method used in this research is quantitative method. The population determined in this study is the followers of @warungkuringbdg and take for 40 responden. The data will be processing research by using SPSS version 26. From the result of data processing, There is an influence between promoting via social media Instagram on the interest of buying based on T-test results and the value of T arithmetic = 2.864., Because the value of t arithmetic > t table (7.564 > 1.686) then Ho is rejected. In addition, based on the test of coefficient of determination = 0,601. It means that promotion via social media Instagram has an effect 60,1% on interst of buying. And for the remaining 39,9% is influenced by other factors. and the results of simple regression is Y = 0,611 + 0.745X if there are no promotion activities, the interest of buying decision already exists at 0.611. And if there are an advertising increase by 1 unit, then the interest of buying will be increase 0.745 units. Keyword: promotion, interest of buying.