Saefulloh Raihan, 215020042 (2026) PENGARUH DIGITAL MARKETING TERHADAP MINAT BERKUNJUNG DI CAFÉ ASPASIA ORCHID FOREST CIKOLE (Survei Pada Café Aspasia Orchid Forest Cikole Lembang Kabupaten Bandung Barat). Skripsi(S1) thesis, FKIP UNPAS.
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Abstract
Penelitian ini bertujuan untuk mengetahui: (i) Penerapan digital marketing yang dilakukan oleh Café Aspasia Orchid Forest Cikole; (ii) Tingkat minat kunjungan konsumen di Café Aspasia Orchid Forest Cikole; (iii) Pengaruh digital marketing terhadap minat kunjungan konsumen di café tersebut. Latar belakang penelitian berangkat dari pentingnya strategi pemasaran berbasis digital dalam meningkatkan daya tarik dan kunjungan pada bisnis kuliner di kawasan wisata. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain survei. Data dikumpulkan melalui angket yang diberikan kepada konsumen dan dianalisis menggunakan regresi linier sederhana dengan bantuan perangkat lunak IBM SPSS 27 for Windows. Hasil penelitian menunjukkan bahwa: (i) Penerapan digital marketing di Café Aspasia Orchid Forest Cikole secara umum berada pada kategori “Baik” hingga “Sangat Baik”, dengan skor tertinggi sebesar 4,14 dan skor terendah 3,50, menunjukkan efektivitas strategi namun tetap memerlukan optimalisasi pada beberapa indikator. (ii) Minat kunjungan konsumen tergolong “Baik”, dipengaruhi oleh faktor konten digital yang menarik, suasana interior yang estetik, serta promosi yang konsisten melalui media sosial. (iii) Hasil uji regresi menunjukkan nilai signifikansi < 0,05 dengan koefisien determinasi (R²) sebesar 42,1%, yang berarti digital marketing berpengaruh signifikan terhadap minat kunjungan konsumen, sedangkan 57,9% dipengaruhi oleh faktor lain. Berdasarkan temuan tersebut, direkomendasikan agar Café Aspasia terus memperkuat kualitas konten digital dan interaksi di media sosial, sekaligus mengombinasikannya dengan pengalaman konsumen yang optimal di lokasi. Selain itu, inovasi berkelanjutan pada menu, pelayanan, dan strategi promosi offline perlu dilakukan untuk mendukung keberlanjutan minat kunjungan di tengah persaingan industri kuliner yang semakin kompetitif. Kata kunci: Digital Marketing, Minat Kunjungan Konsumen, Café Aspasia Orchid Forest Cikole v THE EFFECT OF DIGITAL MARKETING ON THE INTEREST IN VISITING THE ASPASIA ORCHID FOREST CIKOLE CAFÉ (Survey at the Aspasia Orchid Forest Cikole Café in Lembang, West Bandung Regency) By, Raihan Saefulloh 215020042 ABSTRACK This study aims to examine: (i) the implementation of digital marketing at Café Aspasia Orchid Forest Cikole; (ii) the level of consumer visit interest at Café Aspasia Orchid Forest Cikole; and (iii) the influence of digital marketing on consumers’ interest in visiting the café. The background of this research stems from the importance of digital-based marketing strategies in increasing customer attraction and visits to culinary businesses located in tourist areas. The study employed a quantitative approach with a survey design. Data were collected through questionnaires distributed to consumers and analyzed using simple linear regression with IBM SPSS 27 for Windows. The results reveal that: (i) the implementation of digital marketing at Café Aspasia Orchid Forest Cikole is generally in the “Good” to “Very Good” category, with the highest score of 4.14 and the lowest of 3.50, indicating an effective strategy while highlighting the need for optimization in several indicators. (ii) Consumers’ visit interest falls into the “Good” category, influenced by engaging digital content, aesthetic interior design, and consistent promotions through social media. (iii) Regression analysis shows a significance value of < 0.05 with a coefficient of determination (R²) of 42.1%, meaning that digital marketing has a significant effect on consumers’ interest in visiting, while 57.9% is influenced by other factors. Based on these findings, it is recommended that Café Aspasia continue to enhance the quality of its digital content and social media engagement while combining them with optimal on-site customer experiences. Moreover, continuous innovation in menus, services, and offline promotional strategies is essential to sustain customer interest amid increasing competition in the culinary industry. Keywords: Digital Marketing, Consumer Visit Interest, Café Aspasia Orchid Forest Cikole vi PANGARUH DIGITAL MARKETING KANU MINAT NGANJANGKEUN ASPASIA Orchid Forest CIKOLE CAFÉ. (Survei di Kafé Aspasia Orchid Forest Cikole di Lembang, Kabupaten Bandung Barat) Ku, Raihan Saefulloh 215020042 RINGKESAN Panalungtikan ieu tujuanana pikeun nalungtik: (i) palaksanaan digital marketing di Café Aspasia Orchid Forest Cikole; (ii) tingkat minat kunjungan konsumen ka Café Aspasia Orchid Forest Cikole; jeung (iii) pangaruh digital marketing kana minat kunjungan konsumen. Latar tukang panalungtikan ieu
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Akuntansi 2025 |
| Depositing User: | E. Nurhayati Djaroni |
| Date Deposited: | 07 May 2026 09:06 |
| Last Modified: | 07 May 2026 09:06 |
| URI: | https://repository.unpas.ac.id/id/eprint/83082 |
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