Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Cafe Lacosta Metro di Era Digital
DOI:
https://doi.org/10.69747/managiere.v3i1.89Keywords:
Digital marketing, minat beli konsumen, perilaku pembelian, strategi pemasaranAbstract
Pemasaran digital telah menjadi strategi utama dalam menarik minat beli konsumen, terutama dalam industri kuliner seperti kafe. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing terhadap minat beli konsumen di Café Lacosta Metro. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan 78 responden yang merupakan pelanggan kafe. Variabel yang diteliti meliputi aksesibilitas, interaktivitas, hiburan, kredibilitas, kejengkelan, dan informativeness. Hasil analisis regresi menunjukkan bahwa variabel aksesibilitas, interaktivitas, hiburan, dan informativeness memiliki pengaruh positif dan signifikan terhadap minat beli konsumen. Sebaliknya, variabel kredibilitas dan kejengkelan tidak memiliki dampak signifikan terhadap keputusan pembelian. Uji simultan (F-test) membuktikan bahwa secara bersama-sama, keenam variabel tersebut berkontribusi terhadap peningkatan minat beli pelanggan Café Lacosta Metro. Penelitian ini menegaskan bahwa strategi pemasaran digital yang efektif, seperti meningkatkan aksesibilitas informasi, menciptakan interaksi yang menarik, menyediakan hiburan yang relevan, serta memberikan konten yang informatif, dapat meningkatkan daya tarik kafe dan membangun loyalitas pelanggan. Temuan ini memberikan implikasi bagi pelaku usaha kafe untuk lebih mengoptimalkan strategi digital marketing guna meningkatkan persaingan di era digital.
Digital marketing has become a major strategy in attracting consumer buying interest, especially in culinary industries such as cafes. This study aims to analyze the effect of digital marketing on consumer buying interest at Café Lacosta Metro. This study uses a quantitative approach with a survey method involving 78 respondents who are cafe customers. The variables studied include accessibility, interactivity, entertainment, credibility, annoyance, and informativeness. The results of the regression analysis show that the variables of accessibility, interactivity, entertainment, and informativeness have a positive and significant influence on consumer buying interest. On the other hand, the variables of credibility and annoyance do not have a significant impact on purchasing decisions. The simultaneous test (F-test) proves that together, the six variables contribute to increasing the buying interest of Café Lacosta Metro customers. This study confirms that an effective digital marketing strategy, such as improving information accessibility, creating engaging interactions, providing relevant entertainment, and delivering informative content, can increase the appeal of a café and build customer loyalty. These findings have implications for café businesses to further optimize their digital marketing strategies to increase their competitiveness in the digital age.
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