PERAN SOSIAL MEDIA DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DI COFFEE SHOP MAE KOPI
Keywords:
Social Media, Brand Awareness, Purchasing Decisions, Instagram, Digital MarketingAbstract
This study aims to analyze the influence of social media and brand awareness on purchasing decisions at MaeKopi. This research focuses on MaeKopi, a coffee shop in Nganjuk utilizing Instagram as a digital marketing medium to expand its market reach. MaeKopi's marketing strategy includes creative content, promotions via GoFood and GrabFood, and a strategic location to attract customers. The results indicate that effective social media usage enhances brand awareness, positively affecting purchasing decisions. These findings provide recommendations for businesses to optimize their digital marketing strategies to enhance competitiveness.
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