Konten Media Sosial Implikasinya pada Minat Beli di RM. Pojok Sawangan Mia

Authors

  • Donni Junipriansa Telkom University, Bandung, Indonesia
  • Leni Cahyani Telkom University, Bandung, Indonesia
  • Alphino Pradifta Nugraha Telkom University, Bandung, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v8i1.9417

Keywords:

Konten Promosi, Minat Beli

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh atribut konten promosi TikTok terhadap minat beli konsumen pada Rumah Makan Pojok Sawangan Mia. Melalui pendekatan kuantitatif dengan metode survei, data dihimpun dari responden yang pernah menyaksikan konten promosi platform tersebut. Atribut konten yang diteliti meliputi daya tarik visual, kualitas informasi, nilai hiburan, kredibilitas, serta konsistensi unggahan, dengan minat beli sebagai variabel dependen. Hasil analisis regresi menunjukkan bahwa konten promosi TikTok berpengaruh positif dan signifikan terhadap minat beli konsumen. Konten yang kreatif, edukatif, dan menarik secara dinamis terbukti efektif meningkatkan perhatian serta menstimulasi keputusan pembelian. Penelitian ini memberikan implikasi praktis bagi pelaku UMKM kuliner dalam mengoptimalkan strategi pemasaran digital berbasis video pendek guna meningkatkan daya tarik dan volume penjualan.

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Published

2026-09-04

How to Cite

Junipriansa, D., Cahyani, L., & Nugraha, A. P. (2026). Konten Media Sosial Implikasinya pada Minat Beli di RM. Pojok Sawangan Mia. Jurnal Ekonomi Manajemen Sistem Informasi, 8(1), 24–32. https://doi.org/10.38035/jemsi.v8i1.9417

Issue

Vol. 8 No. 1 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2026)

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Articles

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Copyright (c) 2026 Donni Junipriansa, Leni Cahyani, Alphino Pradifta Nugraha

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