Analisis Strategi Promosi Digital Instagram dan Pengalaman Pelanggan dalam Membentuk Keputusan Pembelian

Abstract

This study aims to analyze the influence of Instagram digital promotion and customer experience on purchasing decisions at Ngopi Doeloe Sangkuriang Branch, Bandung City. Understanding consumer behavior is crucial amidst intense competition in the culinary industry. This research uses a quantitative approach with descriptive and verificative methods to evaluate consumer perceptions of digital content and service interaction quality. Data were collected through questionnaires distributed to customers who actively use Instagram and have visited the research location.

The results of the analysis show that customer experience plays a very dominant role in convincing consumers to make transactions. This includes aspects of physical comfort, service quality, and ease of interaction. Meanwhile, digital promotion through Instagram has not provided a maximum impact independently on purchasing decisions. This finding indicates a gap between visual content quality and consumer expectations. Digital marketing strategies will not be effective if they are not supported by a satisfying physical experience. Integration between creative digital presence and on-site service quality is the main key to winning customer loyalty.