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

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.

Hali tarjima qilinmagan