Pengaruh Pemasaran Media Sosial Terhadap Minat Beli Kopi Mahasiswa di Linkungan Kampus UNW Mataram

Abstract

The advancement of digital technology has driven a shift in marketing patterns from conventional methods to social media-based marketing. This study aims to analyze the influence of social media marketing on university students' purchase intention regarding coffee products within the campus environment. A quantitative descriptive approach was employed, with data collected via questionnaires distributed to 32 students selected through purposive sampling. The social media marketing variable was measured across dimensions of credibility, interaction, content sharing, and accessibility, while purchase intention was measured through dimensions of transactional, preferential, referential, and explorative interest. The results indicate that within the credibility dimension, the indicator for trust in product information scored highest at 46.9%, while the accessibility dimension highlighted the ease of accessing promotions via smartphones at 46.9%. Regarding interaction, the ease of obtaining the latest information scored 40.6%, whereas in the content sharing dimension, the ease of finding product information via social media achieved the highest score at 50%. For the purchase intention variable, the explorative and referential interest dimensions both recorded the highest scores at 59.4%, reflecting a strong tendency among students to seek further information and recommend coffee products to others. The findings demonstrate that social media marketing plays a crucial role in boosting students' purchase intention by providing information that is easily accessible, credible, interactive, and relevant. Consequently, coffee business operators should optimize their digital marketing strategies by enhancing content quality and consumer interaction, as well as effectively utilizing social media as a promotional tool.