PENGARUH KONTEN INSTAGRAM @SEMASA.KOPI TERHADAP MINAT BERKUNJUNG FOLLOWERS KE CAFE

Abstract

The café industry in Semarang City has experienced significant growth in line with the rising lifestyle trend that emphasizes social interaction and culinary experiences. One of the key players in this industry is Semasa Kopi, known for its open-space concept and marketing strategies centered on social media, particularly Instagram. This study aims to examine the influence of Instagram content from @semasa.kopi on consumers' visit intention. The Cognitive Learning Theory was employed to understand how cognitive processes—through observation and social interaction in the Social Cognitive Theory, as well as information processing in the Behavioral Cognitive Theory—affect visit intention. This research used a quantitative method with a cross-sectional design, involving 100 Instagram followers of @semasa.kopi selected through purposive sampling. Data were collected via an online survey and analyzed using simple linear regression. The results show that Instagram content has a significant influence on followers’ intention to visit the café. Attractive, informative, and consistent content that builds a strong visual brand identity successfully shapes positive consumer perceptions and increases their interest. These findings highlight the importance of digital content strategies in building brand image and enhancing the competitiveness of café businesses in the digital era.