The Effect of Promotion Through Instagram and Social Media Marketing on Consumer Buying Interests at Coffee Trip

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Instagram promotions significantly improve consumer buying interest, increasing engagement and purchases in the coffee sector.
Analysis revealed that among 91 active Instagram users, positive influences on buying behaviors were evident.
The study employed a quantitative approach with purposive sampling of coffee-related Instagram users.
Findings suggest the need for adaptive strategies in social media marketing to enhance consumer interests.

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Quantitative analysis shows significant influence of social media marketing on consumer buying interest for coffee trips.

Rahayu et al. (2024) studied this question.

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