Pengaruh Konten Media Sosial Terhadap Keputusan Berkunjung di Coffee Shop Balong Aja Garut
DOI:
https://doi.org/10.35870/jemsi.v11i6.5450Keywords:
Social Media Content, Visiting Decision, Coffee ShopAbstract
The purpose of this study is to examine how social media content influences the decision to visit Coffee Shop Balong Aja Garut. The background of the research lies in the increasing use of Instagram and TikTok as digital promotional platforms capable of capturing consumer attention. This study adopts a quantitative approach with analysis conducted through a structural model. The respondents were visitors of Coffee Shop Balong Aja who actively use both platforms. The findings reveal that social media content has a positive and significant effect on visiting decisions. The more engaging, relevant, and consistent the content, the greater the likelihood that consumers will decide to visit. These results highlight the dual role of social media—not only as a communication medium but also as a strategic instrument for building brand image, enhancing attractiveness, and shaping consumer behavior. Practically, the outcomes of this research are expected to provide culinary business managers with insights to develop more creative and innovative digital promotion strategies, while also serving as a valuable academic reference for future studies.
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