Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)

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Enhancing Buying Interest: Marketing Mix and Instagram's Impact on Lontang Lantung Drinks

Authors
Devy Ayu Novianti1, Ainur Rochmaniah1, *, Kukuh Sinduwiatmo1, Salim Sobirovich Togayev2
1Communication Studies Program, Faculty of Business, Law and Social Sciences, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
2Samarkand Branch of Tashkent State University of Economy, Samarkand, Uzbekistan
*Corresponding author. Email: ain.umsida@gmail.com
Corresponding Author
Ainur Rochmaniah
Available Online 6 June 2024.
DOI
10.2991/978-2-38476-242-2_64How to use a DOI?
Keywords
marketing mix; instagram; purchase interest; culinary industry; pandemic; covid-19
Abstract

This study investigates the influence of Marketing Mix and Instagram on the buying interest in Lontang Lantung drinks, amidst the Covid-19 pandemic's significant impact on the culinary industry. Utilizing quantitative methods with questionnaire data collection, the research employs multiple linear regression analysis to analyze the data. Findings indicate that both Marketing Mix and Instagram variables exert partial and simultaneous effects on the purchase intention of Lontang Lantung drinks. This underscores the importance of strategic marketing efforts, particularly leveraging social media platforms like Instagram, in maintaining and boosting consumer interest in culinary products during challenging times. These results offer valuable insights for entrepreneurs and marketers aiming to enhance product visibility and sales in the food and beverage industry.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 June 2024
ISBN
978-2-38476-242-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-242-2_64How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Devy Ayu Novianti
AU  - Ainur Rochmaniah
AU  - Kukuh Sinduwiatmo
AU  - Salim Sobirovich Togayev
PY  - 2024
DA  - 2024/06/06
TI  - Enhancing Buying Interest: Marketing Mix and Instagram's Impact on Lontang Lantung Drinks
BT  - Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
PB  - Atlantis Press
SP  - 655
EP  - 663
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-242-2_64
DO  - 10.2991/978-2-38476-242-2_64
ID  - Novianti2024
ER  -