Pratama, Nanda (2025) Pengaruh Promosi Sosial Media Instagram Terhadap Keputusan Pembelian Di Restoran Melati Green Garden. Other thesis, Universitas Islam Riau.

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Abstract

This research aims to analyze the influence of Instagram social media promotions on consumer purchasing decisions at the Melati Green Garden restaurant. With the increasing development of technology and the use of social media, restaurants need to utilize this platform to attract customer attention. The method used in this research is a survey with a questionnaire distributed to restaurant visitors. The analysis results show that promotions carried out via Instagram, including visual content, interaction with users, and special offers, have a significant influence on purchasing decisions. Respondents indicated that they were more likely to visit and make a purchase at a restaurant after seeing an attractive promotion on Instagram. These findings indicate that marketing strategies via social media, especially Instagram, can increase restaurant attractiveness and sales. This research provides recommendations for Melati Green Garden management to continue to optimize the use of social media in its marketing strategy.

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