MINAT BELI KONSUMEN DITINJAU DARI IKLAN PADA MEDIA SOSIAL, KEUNIKAN PRODUK DAN LOKASI (STUDI PERBANDINGAN PADA KONSUMEN SOSMED CAFE DAN CAFE RUMAH POHON MEDAN)

MINAT BELI KONSUMEN DITINJAU DARI IKLAN PADA MEDIA SOSIAL, KEUNIKAN PRODUK DAN LOKASI (STUDI PERBANDINGAN PADA KONSUMEN SOSMED CAFE DAN CAFE RUMAH POHON MEDAN), Purchase Interest, Social Media Advertising, Product Uniqueness, Location, Sosmed Cafe, Cafe Rumah Pohon...

Author: MUHAMMAD VALERY MAULIDZAR SIREGAR
Date: 2025
Keywords: Purchase Interest, Social Media Advertising, Product Uniqueness, Location, Sosmed Cafe, Cafe Rumah Pohon
Type: Jurnal
Category: penelitian

The cafe business is currently growing rapidly in society, where cafes have now transformed into a part of the habits or lifestyle of groups of individuals. In the business community, for example, cafes have become business meeting locations, where they utilize cafes as places to discuss various aspects of their business in a setting that is not too formal. The visitors come from diverse backgrounds, including entrepreneurs, government and private employees, students, and even certain communities. This study aims to analyze the influence of social media advertising, product uniqueness, and location on consumer purchase interest at Sosmed Cafe and Cafe Rumah Pohon in Medan. Data was collected through surveys using questionnaires distributed to consumers of both cafes. Data analysis was conducted using multiple linear regression. The results of the study indicate that social media advertising, product uniqueness, and location have a significant influence on consumer purchase interest. These findings provide insights for cafe owners in designing effective marketing strategies.

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