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All Journal Journal of Economic, Bussines and Accounting (COSTING) JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS
Daenulhay Daenulhay
Universitas Muhammadiyah Tangerang
Economics, Econometrics & Finance

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Journal : JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS

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The Role Brand Image and Location on Buying Interest Instagram Social Media at Coffee Shop in Tangerang City Putra Pratama; Daenulhay Daenulhay; Imam Muttaqijn
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol 12 No 1 (2024): Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis - Juli 2024
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaemb.v12i1.5838

Abstract

This study aims to find out determine the number of influence of the variable brand image, location, on buying interest through instagram social media at Coffee Shops in Tangerang City. The method of this study is quantitative, with respondents all consumers Coffee Shop Tangerang City Case Study in Kala Coffee & Eatery and Kedai Seruput, which numbered 100 persons. The technique analysis used is simple and multiple linear regression analysis, with hypothesis testing methods, namely t-test and F-test. The results of hypothesis testing state that partially or simultaneously Brand Image, Location, and Buying Interest variables positive and significant effect on the Instagram Social Media variable, with the number of influence of each partial effect being 24% and 19%. However, the magnitude of the simultaneous influence on the independent variable on Purchase Interest is 46.6%, while the remaining 53.4% ​​is influenced by other factors not examined in this study. The influence of Brand Image and Location using the role of Social Media effectively affects consumer buying interest will increase.
Co-Authors Cahyani Kurniastuti Ena Sugriana Imam Muttaqin Muttaqijn, Muhammad Imam Putra Pratama