Abstract
Abstract. Coffee Shop has now become one part of the lifestyle among Indonesian citizens, especially among young people. It has become a routine for some people to relax and enjoy coffee in coffee shop outlets. There are so many coffee shops currently open in every corner of the city, but it is not easy for every coffee shop to raise the buying interest of its customers. More efforts are needed, especially in this era of social media, so many coffee shops have started using Instagram ads on social media Instagram. One of them is BC Seduh Kopi Coffee shop This study aims to determine whether there is an influence from BC Seduh Kopi Instagram ads on purchase intention. Research methods that was used for this study is quantitative correlation, this method is used to particularize relation between variables. In this study, variable x is Instagram ads mean while variable Y is purchase intention. This study population is 141 students of UNISBA that takes management communication studies as their major. Based on the analysis described in this research, results are obtained that show that there is a significant effect of Instagram Ads (variable X) on Buying Interest (variable Y). Keywords: Instagram Ads, e-Commerce , Buying Intention, Coffee Shop. Abstrak. Coffee Shop kini sudah menjadi salah satu bagian dari lifestyle dikalangan warga Indonesia terutama dikalangan muda. Sudah menjadi rutinitas badi sebagian masyarakat untuk bersantai dan menikmati kopi di gerai-gerai coffee shop. Sudah banyak sekali saat ini coffe shop buka disetiap penjuru kota, namun tidak mudah bagi setiap coffee shop untuk menaikan minat beli pelanggan nya dengan begitu saja. Dibutuhkan upaya yang lebih terutama di era media social ini, maka dari itu banyak coffee shop yang mulai menggunakan Instagram ads di media social Instagram, salah satunya adalah coffee shop BC Seduh Kopi Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh Instagram Ads BC Seduh Kopi terhadap minat beli. Metode penelitian ini menggunakan kuantitatif korelasional, metode kuantitatif korelasional digunakan untuk meneliti hubungan di antara variabel-variabel. Pada penelitian ini yang menjadi variabel (X) adalah Instagram Ads dan yang menjadi variabel (Y) adalah minat beli. Populasi penelitian ini yaitu mahasiswa manajemen komunikasi Fikom Unisba yang berjumlah 141 orang. Berdasarkan analisis yang telah diuraikan dalam pembahasan, diperoleh hasil yang menunjukan bahwa ada pengaruh Instagram Ads(variabel X) secara signifikan terhadap Minat Beli (variabel Y). Kat a kunci: Instagram Ads, marketing Online Minat Beli, Coffee Shop.
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