Triprimansyah, Rafli Hadyan and Shinta Dewi, Reni (2025) THE INFLUENCE OF INSTAGRAM CONTENT MARKETING AND SALES - PROMOTIONS ON PURCHASE DECISIONS (STUDY ON STARBUCK DR WAHIDIN’S CONSUMERS IN SEMARANG). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The rapid development of technology and the increasing use of social media have
transformed consumer behaviour and purchasing decision-making processes. In
Indonesia, Instagram has become one of the most widely used platforms by
businesses, including Starbucks, to implement content marketing strategies and
sales promotions. Starbucks Indonesia actively utilizes Instagram to build
strengthen its market position by sharing inspirational, creative, and educational
content. However, despite its popularity, several challenges arise, particularly
regarding consumer perceptions of promotional content, pricing, and taste, which
often generate negative reviews. Sales promotion also plays a significant role as
Starbucks consistently offers various incentives, such as discounts, member-
exclusive offers, and bundling programs. These efforts are aimed at encouraging
short-term purchases while maintaining long-term customer loyalty. Nevertheless,
issues such as mismatched promotional messages and perceived lack of relevance
to the target audience remain key challenges. This study aims to determine the
effect of content marketing and sales promotion as independent variables on
purchase decisions as the dependent variable. This is an explanatory research study,
using non-probability sampling techniques to select 100 samples who are customers
of Starbucks Dr. Wahidin Semarang using purposive sampling methods. Data
analysis was performed using SPSS. The results of the SEM analysis coefficient
testing showed that: (H1) Content marketing have significant to purchase decision
is accepted; (H2) Sales have significant to purchase decision is accepted; (H3)
Content marketing and sales promotion have significant to purchase decision is
accepted is accepted. The suggestion for Starbucks Indonesia in content marketing
is that aligning Starbucks' global image with local cultural and coffee values can
enhance consumer perceptions, provide more meaningful content, and strengthen
purchase decisions in the Indonesian market. In sales promotion, Starbucks can
create more personalized and impactful promotions, which in turn will enhance
customer engagement and purchasing decisions. And in purchase decisions,
enhance the attractiveness and effectiveness of its promotional strategies in
stimulating purchase decisions.
Keyword: Content Marketing, Sales Promotion, Purchase Decision
No. 200 Administrasi Bisnis 2025

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