THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA PROMOTION STORE …

The Influence of Instagram Social Media Promotion, Store Atmosphere and Prodct .......

Sekolah Tinggi Ilmu Ekonomi Indonesia – 2020 1

THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA

PROMOTION , STORE ATMOSPHERE AND

PRODUCT FLAVORS ON PURCHASING DECISIONS

AT AYAM GEPREK JUARA RESTAURANT IN

RAWAMANGUN

1st Catur Prakoso, 2nd Budiono ,M.Sc

Management

Indonesian College of Economics

Jakarta, Indonesia

[email protected]; [email protected]

Abstract- This research aims to find out the influence

between instagram social media promotion , store

atmosphere, product flavors to the decision to purchase

Ayam Geprek Juara in Rawamangun. This study used

primary data with the dissemination of questionnaires. The

population of this research is the community that

performsthe p embellishment of Ayam Geprek Juara in

Rawamangun.. The sample in this study was 97 respondents

using purposive sampling. Analysis of this research data

using validity test, reliability test, partial and multiple

determination coefficient analysis, and hypothesis testing

using SPSS version 25.0. The results of this study prove that:

(1) Instgram Social Media Promotionvariables, partially

affect the Purchasing Decision (2) Store Atmosphere

partially affects the Purchasing Decision (3) Product Taste

partially affects the Purchasing Decision (4) then

simultaneously it can be said that the Instagram Social

Media Promotion , Store Atmosphere, Product Flavors

affects the Purchasing.

Keywords : Instagram Social Media Promotion, Store

Atmosphere, Product Flavors and Purchasing

Decisions

I. INTRODUCTION

The development of culinary industry, especially in the field of restaurants in Indonesia at

this time is very rapidly developing. In this modern era, the competition in the culinary world is

getting tighter, characterized by the number of business people who plunge in the culinary world.

The competition is caused because nowadays culinary becomes a very promising business. The

Catur Prakoso1 dan Budiono M.Sc2

Sekolah Tinggi Ilmu Ekonomi Indonesia - 2020 2

increasing population growth has led to an increasing need for food. The development of modern

society is often associated with higher mobility of society and busy work activities and results in

more and more male and female workers spending time outside the home. This causes most people

not to have time to be able to process their own food so they tend to prefer to look for fast food

because it is considered more practical. In addition to meeting their needs, they can also find places

to eat with different flavors.

Every industry has a big role in the national economy and development activities. From some

industry groups in the national economy and development, the food and beverage industry group

becomes an industry that plays a very large role compared to other industries. In response, efforts

are needed to improve competitiveness in the industry by encouraging the growth of innovation in

the food industry. Nowadays, there has been a new phenomenon in society where entrepreneurs are

starting to spread their wings in the culinary business. In addition, the restaurant business is now

one of the trends that are in demand by entrepreneurs, although starting a restaurant business

requires hard work but many entrepreneurs are now successful in the field of food such as Ayam

Geprek Juara owned by Agung Prasetyo Utomo, although it can also be said to have many

competitors out there. One of the branches of Ayam Geprek Juara restaurant is located on Jl. Alu-

Alu No.23 Kec.Pulo Gadung, East Jakarta. Based on data sourced from the official Instagram

Ayam Geprek Juara, currently the number of Ayam Geprek Juara outlets spread across Indonesia

amounts to 101 outlets.

Based on the observations of researchers in the field, there are several spicy chicken

processed culinary businesses in East Jakarta, especially the Rawamangun area there are many

restaurants that provide processed chicken menus such as Ayam Gepuk Pak Gembus, Ayam Kriwil,

Ayam Gedebuk,, Ayam Penyet Surabaya, Geprek Bensu,Ayam Goreng Ny Suharti, Ayam Betutu

Khas Gilimanuk, Ayam Panggang Rawamangun and one of them Ayam Geprek Juara. According

to its website, Ayam Geprek Juara restaurant provides a variety of processed chicken menus and

various types of sambal with its own characteristics. In this era, it is undeniable that, opening a

restaurant business must have considerable competitiveness if it does not move quickly to face such

competitors. Consumers are good at choosing places to eat that they think deserve to be chosen as

oneoftheplaces to make their daily needs.

II. LITERATURE STUDIES

2.1. Previous Reviews

The first research that has been done by Pamungkas and Zuhroh (2016).. This study aims

to find out and explain the influence of promotion through social media and word of mouth on

consumer purchasing decisions in Bontacos stores either partially or simultaneously. This

research uses a quantitative approach. The sample of this study was 100 consumers of Boncatos

shop using non probality sampling method as well as accidental sampling technique. This

research instrument uses questionnaires and with multiple regression analysis tools. The results

showed that the promotion of using social media and word of mouth partially and

simultaneously has an influence on purchasing decisions.

The second research has been conducted by Diyatma (2017). The purpose of this study

was to find out how much influence instagram social media use on consumer purchasing

decisions on saka bistro & bar products. The population of this study was followers of the

Sampling account using a formula from Taro Yamane with a sample number of 99 followers.

The data analysis used is a simple linear regression, with the results of the study that the use of

promotion through social media instagram influenced by 83% for consumer purchasing

decisions on Saka Bistro & Bar products while the rest was influenced by other factors. This

research was analyzed using descriptive statistical analysis and quantitative approach,



regression analysis and determinant coefficient test. The results of this study prove that

promotion through social media instagram has a significant influence on consumer purchasing

decisions on Saka Bistro & Bar products.

The third study has been conducted by Waloejan (2016). The purpose of this research was

to analyze the influence of the store atmosphere on the decision to purchase Kawan Baru Mega

Mas Manado restaurant (store atmosphere). The method used is associative with analytical

techniques is multiple linear regression. The data used is primary data obtained through

questionnaires distributed to consumers of Kawan Baru Mega Mas Manado restaurants. The

results of this study showed that the store exterior, general interior, store layout and interior

display significantly influenced consumer purchasing decisions at Mega Mas Manado

restaurant.

The fourth research that has been conducted by Sari (2018). The purpose of this study is

to find out the influence of taste, price, and place on consumer loyalty. The type of research

used is explanation research with quantitative approach. The research was conducted by

distributing questionnaires to consumers mie Djoedes Pare. The data analysis used is multiple

linear regression using SPSS 16. Regression test results show that taste, price, and place have a

real effect on loyalty simultaneously. Different results are shown from partial testing. Based on

partial tests it is known that two out of three variables have no real effect. These variables are

price and taste, this is because the average consumer chooses a neutral answer. Therefore to

maintain customer loyalty these variables are inseparable.

The fifth research that has been conducted by Anas (2019). The purpose of this research

is to find out the influence of taste and quality of service on the buying interest of Sate Padang

Kupak. The results of this study show that there is a positive and significant influence of taste

and quality of service to the buying interest of Sate Padang Kupak. From the results of this

study, researchers obtained a coefficient of determination of 0.371. This shows that 37.1% of

taste variables and service quality are able to explain the variables of consumer buying interest

in Sate Padang Kupak while the remaining 62.9% is the influence of other free variables.

The sixth study that has been conducted by Hussain and Ali (2015). The purpose of the

study was to identify atmospheric effects on consumer purchasing decisions at international

retail outlets in Karachi, Pakistan. The sample of this study was 300 consumers of Karachi

international outlets. The results showed that atmospheric variables such as cleanliness, aroma,

lighting, and appearance or layout have a positive influence on consumer purchasing intentions,

while music and color have an insignificant impact on consumer purchasing intentions.

The seventh study conducted by Hansen and Thomsen (2017). The purpose of this study

is to analyze the taste of food and the level of health of a food against inclusive and exclusive

consumer characteristics. The method used is qualitative by collecting three separate data

through personal interviews and groups of 40 samples. From the results of this study can create

the perception that good taste and high levels of health do not correspond to each other.

Eighth research conducted by Sajid (2016). The purpose of this research is to find out the

influence of promotion on social media on marketing in Bangladesh. International companies

have identified social media promotions as potential promotional systems, using them with

enhancements to strengthen their marketing with social media promotions. It discusses about the

ideas of social media promotion and other media aspects such as development and profit,

aspects and importance of social media in promotion. The results showed that social media

variables have an influence on marketing in Bangladesh.

2.2. Theoretical Foundation



1. Marketing Understanding

Marketing is the organizing activity of institutions, and the process of creating,

communicating, communicating and exchanging value offerings for customers, clients,

partners and society in general Kotler and Keller (2016:27).

According to the AMA (America Marketing Association) cited by Kotler and Keller

(2016:27) marketing is the activity set of institutions and processes for creating,

communicating, delivering, and exchanging offerings that value for customers, clients,

partners, and society at large. From the defenisi it can be interpreted that marketing is an

activity, organizing institutions, and processes to create, communicate, deliver, and exchange

valuable offers for customers, clients, partners and society in general.

2. Understanding Marketing Management

Marketing management according to Kotler and Keller (2016:27) is the art and science

of choosing a target market and achieving, maintaining, and growing customers by creating,

delivering and communicating common customer value, then marketing management

regulates all marketing desires. Because this is very important marketing management for the

company.

Marketing management is the analysis, planning, implementation, and control of

programs created to form, build and maintain the profits of the exchange through goals in

order to achieve the objectives of the organization (company) in the long term (Assauri,

2011:28).

Marketing management is the process of planning and implementing pricing,

promotion and distribution of goods, services and ideas to create something of value with the

target group meets the objectives of customers and organization (Tjiptono, 2011:2).

3. Purchasing Decision

According to Kotler and Keller (2016:198) the purchase decision was "in the evalution

stage, the consumer forms preferences among the brands in the choice and may also form an

intention to buy the most preferred brand". The above statement can be interpreted that in

the evasion stage consumers form brand preferences in the selection and may also form an

intention to buy the most preferred brand.

Purchasing decisions are a process by which consumers know the problem, seek

information about a particular product or brand and evaluate how well each alternative can

solve the problem, which then leads to the purchase decision (Tjiptono, 2014:21).

4. Instagram Social Media Promotion

According to Buchari Alma (2016:179) promotion is a kind of communication that

provides an explanation that convinces prospective consumers about goods and services.

Whereas according to Kotler and Keller (2016:47) promotions are activities that

communicate product excellence and persuade target customers to buy them.

According to Nugroho (2014:162) Social media is a place, a tool, a service that allows

individuals to express themselves to meet and share with other colleagues through internet

technology. Social media enables customers and potential customers who are prospects to

communicate directly related to products sold online with their other counterparts so that the

product is increasingly known by many people. The use of electronic media against a brand

is a communication that conveys information about suppliers and the use of products to

consumers through online shopping using internet-based technology such as Facebook,

Twitter, Instagram, and various other social media.



5. Store Atmosphere

Store atmosphere is also one of the external factors that influence consumers in

making purchases. The retailer's image relies more heavily on the store atmosphere of the

retailer, because of the psychological feelings that consumers feel when visiting the store.

Stores should be able to attract consumers to come visit and make in-store purchases

(Berman and Evans, 2012:508).

Store Atmosphere according to Levy and Weitz (2012:510) is "Atmospherics refers to

the design of an environment via visual communication, lighting, colors, music and scent to

stimulate customers' perceptual and emitional responses and ultimately to affect their

purchase behavior". The purpose of this understanding is to design an environment through

visual communication, lighting, color, music and smell to stimulate the perception and

emotions of the customer and ultimately to influence their spending behavior.

Kotler and Keller (2016:65) define the atmosphere of each store as having a physical

layout that makes it easy or difficult to swirl around. Each store has a different appearance

whether it is dirty, attractive, magnificent and gloomy. A store must form a planned

atmosphere that is in accordance with its target market and can attract consumers to buy in

that store.

Thestore atmosphere according toBerman and Evans (2012:604) is divided into 4

dimensions, namely general exterior, general interior, store layout, and interior display.

6. Product Taste

Taste is a way of choosing the characteristics of food or drink that must be

distinguished from the taste (taste)of the food or drink. Taste is a food attribute that includes

appearance, smell, taste, texture, and temperature (Drummond and Brefere, 2010:3). Taste

itself is the work of taste buds located on the tongue,cheeks,esophagus, roof of the mouth,

which is part of the taste. In old age, human taste taste taste will be reduced in number, so it

requires more seasoning to give rise to the same taste. To enhance the taste is often used food

or beverage enhancements for the taste (Drummond and Brefere, 2010:4).

Based on the opinion of Drummond KE & Brefere LM (2010:4), there are five

indicators that will be used to measure variable indicators of taste,namely: smell,

distinctiveness, aroma, taste and texture.

2.3. Hypothesis Development

Based on the formulation of the problem, the hypotheses proposed in this study are:

1. Allegedly there is an influence of social media promotion instagram on purchasing decisions.

2. Suspected influence of store atmosphere on purchasing decisions.

3. It is suspected that there is an influence of the taste of the product on the purchase decision.

4. Allegedly there is influence from social media promotion instagram, store atmosphere,and

product taste to purchasing decisions.

III. RESEARCH METHODS

Research strategies

Associative research strategy is a method of researching an object whose purpose is to know

the influence of independent variables namely Instagram Social Media (X1), Store Atmosphere

(X2),and Product Taste (X3) on dependent variables that are purchasing decisions (Y). This research

strategy uses survey research methods as part of exoplanet research with quantitative approach.

Survey research with direct observation and disseminating questionnaires conducted for sampling

data, so that found relative events and influences between research variables.



Population Research

According to Sugiyono (2017:80) population is a generalization area consisting of objects /

subjects that have certain qualities and characteristics set by researchers to be studied and then

drawn conclusions. The general population in this study is all consumers who have consumed food

in Ayam Geprek Juara restaurant and the target population is consumers who have visited and

consumed food at Ayam Geprek Juara restaurant located at Jl. Alu-Alu No.23 Kec. Pulo Gadung,

East Jakarta, Special Capital Region of Jakarta. The number of members of the population is

unknown.

Research Samples

Consumer selection as a sample (respondent) in this study is using Pursposive Sampling

technique. According to Sugiyono (2017:144) Pursposive Sampling is a sampling technique with

certain considerations. The criteria of respondents as a sample is konsumen who have visited

restaurants and consumed food at Ayam Geprek Juara restaurant in Rawamangun branch.

Determination of the number of samples to be used in this study is determined by using the

formula Cochran as follows, with a largeand unknown population (Sugiyono, 2017:148).

Description:

n = sample

z= price in normal kurve for 5% deviation, with value 1.96

p= correct odds 50% = 0.5

q= wrong chance 50% = 0.5

e= margin of error 10%

Based on the calculation of the formula above, it is known that the number of samples is

96.04 and rounded up to 97 respondents.

Data Collection Methods

The procedure in collecting questionnaire data will be shared by the relevant parties in the

research, namely to consumers who have purchased Ayam Geprek Juara in Rawamangun in

accordance with the criteria described earlier. In the dissemination of questionnaires to collect data,

researchers will spread questionnaires online or electronically with Google Form media.

Researchers will spread questionnaires to every consumer of Ayam Geprek Juara in Rawamangun.

And consumers of Ayam Geprek Juara in Rawamangun who were respondents in the study will

answer a questionnaire containing statements related to the issue of this research. Researchers will

check the results of questionnaires and tabulate the answers of respondents who meet the criteria

that have been found before until the number of respondents in accordance with the number of

samples that have been determined before. Analysis of this research data using validity test,

reliability test, partial and multiple determination coefficient analysis, and hypothesis testing using

SPSS version 25 .0.



IV. RESEARCH RESULTS

4.1. Validity Test

To find out the validity or not of each statement of research instruments, a validity test is

carried out per item. The research instrument is said to be valid if it has a validity value of r-count

of 0.30 or more (Sugiyono, 2016:177). Testing using product moment formula,with the help of

SPSS program version 25. The result of data processing for all statements in the instrument

variables of the company's image, trust and satisfaction is declared Valid,because the r-count has a

value greater than 0.30.

Table 1. Validity of Instagram Social Media Promotion Instruments per Item

(X1)

No. Statement rcount rtable Decision

1 0.690 0,30 Valid

2 0,720 0,30 Valid

3 0.706 0,30 Valid

4 0.750 0,30 Valid

Source: Processed Data 2020

Table 2. Instrument Validity per Item Store Atmosphere (X2)

No.

Statement

rcount rtable Decision

5 0,649 0,30 Valid

6 0.708 0,30 Valid

7 0,716 0,30 Valid

8 0,649 0,30 Valid

9 0,665 0,30 Valid


Table 3. Validity of Instruments per Product Taste Item (X2)


10 0.673 0,30 Valid

11 0.704 0,30 Valid

12 0,594 0,30 Valid

13 0.741 0,30 Valid


Table 4. Validity of Instruments per Item of Purchase Decision (Y)


14 0,531 0,30 Valid

15 0,631 0,30 Valid

16 0,562 0,30 Valid

17 0.571 0,30 Valid

18 0,629 0,30 Valid

19 0,627 0,30 Valid




4.2. Reliability Test

After the validity test is carried out, then for the next valid statement is carried out

reliability test. Reliability tests are performed with the cronbach alpha method. Based on data

processing, obtained the results of social media promotion reliability test instagram, store,

atmosphere,, product flavor and purchasingdecisions, as follows:

Table 5. Reliability Test Results

№ Research Variables Cronbach's Alpha > Description

1 Instagram Social Media

Promotion (X1)

0.685 0,60 Reliabel

2 Store Atmosphere (X2) 0.702 0,60 Reliabel

3 Product Flavor (X3) 0,611 0,60 Reliabel

4 Purchasing Decision (Y) 0,797 0,60 Reliabel


Reliability test results for instagram social media promotion variables (X1), store

atmosphere (X2), product flavor (X3), and purchase decision (Y) point to Cronbach's Alpha >

0.60 value. So the variable instrument of social media promotion instagram (X1), store

atmosphere (X2), product flavor (X3),and purchasing decision (Y) is declared reliabel.

4.3. Statistical Analysis of Data

Analysis of Coefficients of Determination (R2 )

Coefficient of determination is a tool to measure the amount of influence of free variables

on bound variables. The coefficient of determination is between zero and one.

Table 6. Coefficient of Determination of Instagram Social Media Promotion with

Purchasing Decisions

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .48

0a

.230 .222 1.732

a. Predictors: (Constant), TOTAL. X1

Source: Processed data (2020)

Based on the results of data processing using IBS SPSS version 25.0 obtained a partial

correlation coefficient between social media instagram (X1)and Y of 0.480. Thus, the value of

Instagram's Social Media determination coefficient on Purchasing Decisions can be calculated

as follows:

KD = r2 x 100%

=0.4802x 100%

= 23,04%

The coefficient of partial determination of Media Sosial instagram is 23.04%. This can be

interpreted that if there is a change in purchasing decision, then 23.04%as a result of changes



from social media and the remaining 76.96% due to changes in other factors outside social

media.

Table 7. Store Atmosphere Determination Coefficient with Purchasing Decision

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .47

2a

.223 .215 1.741

a. Predictors: (Constant), TOTAL. X2 Source: Processed data (2020)


correlation coefficient between Store Atmosphere (X2)and Purchasing Decision (Y) of 0.472.

Thus, the value of store atmosphere determination coefficient against Purchasing Decision can

be calculated as follows:

KD = r2 x 100%

= 0.4722 x 100%

= 22,27%

The coefficient of partial determination of store atmosphere is 22.27%. It is interpreted

that if there is a change in purchasing decision, then 22.27%due to store atmosphere change and

the remaining 77.73% due to changes in other factors outside the store atmosphere.

Table 8. Coefficient of Product Taste Determination with Purchasing Decision

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .45

7a

.209 .200 1.757




correlation coefficient between Product Taste (X3)and Purchasing Decision (Y) of 0.457. Thus,

the coefficient value of Product Flavor determination to Purchase Decision can be calculated as

follows:

KD = r2 x 100% = 0.4572 x 100% = 20.88%

The value of koefisin partial determination of the taste of the product is 20.88%. This can

be interpreted that if there is a change in purchasing decision, then 20.88%due to changes in the

tasteof the product and the remaining 79.12% due to changes in other factors outside the taste of

the product.

Table 4.14. Coefficient of Product Taste Determination with Purchasing Decision

Model Summary



Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .45

7a

.209 .200 1.757




correlation coefficient between Product Taste (X3)and Purchasing Decision (Y) of 0.457. Thus,

the coefficient value of Product Flavor determination to Purchase Decision can be calculated as

follows:

KD = r2 x 100%

= 0.4572 x 100%

= 20.88%

The value of koefisin partial determination of the taste of the product is 20.88%. This can

be interpreted that if there is a change in purchasing decision, then 20.88%due to changes in the

tasteof the product and the remaining 79.12% due to changes in other factors outside the taste of

the product.

Table 9. Results of Coefficient of Determination of Social Media Promotion Instagram,

Store Atmosphere and Product Taste with Purchasing Decisions

Model Summary

Model R R Square

Adjusted R

Square

Std. Error

of the Estimate

1 .59

8a

.358 .337 1.599

a. Predictors: (Constant), TOTAL. X3, TOTAL. X2, TOTAL. X1


KD = r2 x 100%

=0.5982 x 100%

= 35,76%

Based on the table above, it can be known that the variables of social media promotion

instagram, store atmosphere and product taste simultaneously with the decision to purchase

Ayam Geprek Juara diRawamangun amounting to 0.598. So it can be concluded that the

decision to purchase Ayam Geprek Juara is explained by social media promotion instagram,

store atmosphere and product taste by 35.76% and the remaining 64.24%caused by other

variables outside this model.

6. Hypothesis Test

t-test results

T-tests are used to determine the effect of Instagram Social Media Promotion, Store

Atmosphere and Product Flavor on Purchasing Decisions. With the provision of a small

amount of significance value compared to the real level of 0.05.

Table 4.16. Test Result t

Coefficientsa



Model

Unstandardized

Coefficients

Standardi

zed Coefficients

Q Sig. B

Std.

Error Beta

1 (Constant) 7.182 1.698

4.229 .00

0

Total. X1 .276 .113 .244 2.441 .01

7

Total. X2 .260 .100 .254 2.599 .01

1

Total. X3 .343 .121 .264 2.844 .00

5

a. Dependent Variable: Y.TOTAL


Based on the provisions of analysis in statistics using t test, then rejection of H0 is done if

thitung > ttable. With df = 97-3-1 = 93 and Sig α 0.05 then obtained ttable of 2,278. And partial

hypothetical test results are obtained as follows:

a. Social media promotion variable instagram (X1) tcalculate by 2,441 while ttable is 2,278 and

significant level of 0.017. So tcalculate 2,441 > ttable 2,278 with a signification value of 0.017 <

0.005. So Ha1 diterima and H01 were rejected, stating that partially social media promotion of

Instagram had a significant effect on purchasing decisions.

b. Store atmosphere variable (X2)tcalculates 2,559 while ttable is 2,278 and significant level is 0.011. So

tcalculate 2,559 > ttable 2,278 with a significance value of 0.011 < 0.05. So Ha2 was accepted and H 02

was rejected, stating that partially the store atmosphere influenced the purchase decision.

c. Variable taste of the product (X3)tcalculates by 2,884 while the table t is 2,278 and the level is

significant by 0.005. So tcalculate 2,884 > ttable 2,278 with significance values 0,005 < 0.05. So Ha3

received and H03 ditolak, which states that partially the taste of the product has a significant

effect on the purchase decision.

Test Result F

Test F is used to find out the effect of promotion Media Sounlucky Instagram, Store

Atmosphere and Cita Rasa Produk against the Purchase Decision. With the provisions of the

small amount of significance value F compared to the real level of 0.05.

Table 15. Test Result F

ANOVAa

Model

Sum of

Squares Df

Mean

Square F Sig.

1 Regres

sion

132.619 3 44.206 17.

286

.00

0b



Residu

al

237.835 93 2.557

Total 370.454 96

a. Dependent Variable: Y.TOTAL

b. Predictors: (Constant), TOTAL. X3, TOTAL. X2, TOTAL. X1

Source:Processed data (2020) Fcalculates 17,286 with a significance value of 0.000 (0.000 < 0.05), while the table F is

2.701. This meansF calculate > Ftable (17,286 > 2 .701), so that it can be knownthe variables

of promotion on social media instagram, store atmosphere and taste products have a

significant effect simultaneously on purchasing decisions. So it can be concluded that there

is a positive relationship between the variables of social media promotion instagram, store

atmosphere and product taste to the decision to purchase Ayam Geprek Juara.

V. CONCLUSION

Based on the results of the research that has been described in the previous chapter, it can be

concluded as follows:

1. Instagram social media partially has a significant influence on the purchasing decision at Ayam

Geprek Juara restaurant in Rawamangun at tcount 2,441 > t table 2,278 and signification 0.017.

This can show that the contribution of social media influence instagram to the purchase decision

of 23,,04%andthe remaining 76.96%influenced by other factors outside the influence of social

media promotion instagram.

2. Store Atmosphere partially has a significant influence on purchasing decisions at Ayam Geprek

Juara restaurant in Rawamangun at tcount 2,599 > ttable 2,278 and signification 0.011. This can

show that the contribution of social media influence instagram to purchasing decisions by

22.27% the remaining 77.73% influenced by other factors outside the influence of store

atmosphere.

3. Product Taste partially has a significant influence on the purchasing decision at Ayam Geprek

Juara restaurant in Rawamangun at tcount 2,844 > ttable 2,278 and signification 0.005. This can

show that the contribution of the influence of the taste of the product to the purchasing decision

of 20.88%% and the remaining 79.12% is influenced by other factors outside the influence of

the taste of the product.

4. Simultaneously at the real level (α) 5% social media instagram,store atmosphere and taste ofthe

product has a significant influence on the decision to purchase Ayam Geprek Juara. The result is

shown from the calculatedF result of 17,286 with a significance of 0.000. And the amount of

influence is 35.76%, while the remaining 64.24% is influenced by other variables outside this

study. KD value of 35.76%is a result of changes in social media instagram, store atmosphere

and taste of products, so the rest due to changes in other factors outside social media, store

atmosphere and product taste.

Advice

Based on the results of the study, the researchers recommended the following advice:

1. The results showed that social media promotion has a positive and significant influence on the

decision to purchase Ayam Geprek Juara in Rawamangun. So it is recommended to the

company to remain communicative and also always interact with the community through social

media instagram because instagarm is used by all circles. Terutama when going to do



promotions through social media. Karena promotion strategy through social media is one of the

tools to interact without having toface-to-face and accessible to anyone .

2. The results showed that the store atmosphere has a positive and significant influence on the

purchasing decision of Ayam Geprek Juara in Rawamangun. So the restaurant should always

improve and maintain the atmosphere of the restaurant shop including the spatial arrangement in

the restaurant such as (table layout, benches and lighting), facilities provided such as (sink,

toilet and parking area) as well as a good outdoor display arrangement such as restaurant

signboards are clearly visible that will bring consumers and increase purchasing decisions at

Ayam Geprek Juara restaurant.

3. The results showed that the taste of the product has a positive and significant influence on the

decision to purchase Ayam Geprek Juara in Rawamangun. So the restaurant should still

maintain and improve the quality of food taste by maintaining the freshness of the food

ingredients served, developing the characteristics of sambal owned by the restaurant and

providing variations to the menu offered by Ayam Geprek Juara restaurant.

Limitations of Research and Development of Further Research

1. The data collection method in this study used questionnaires, sometimes the statements answered

by respondents were not in accordance with the actual circumstances and the samples taken

were less representative of the population as a whole because the current pandemic covid-19.

2. This research only examines the influence of social media promotion instagram, store

atmosphere, and product taste. There are still other factors that can affect purchasing decisions

in purchasing a food or drink at Ayam Geprek Juara such as price, quality of service, trust and

others. So it is expected that the next research can examine more variables.

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Documents

THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA PROMOTION STORE …