GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS
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MARKETING | RESEARCH ARTICLE
The Role of Organic Marketing on Instagram in Influencing Consumer Purchase Decisions: A Case Study of Kopi Kenangan Dimas Aulia Rahman1.
Ali Mutasowifin2 Department of Management.
Faculty of Economics and Management.
Institut Pertanian Bogor.
Indonesia.
Email: alimu@apps.
ARTICLE HISTORY
Received: April 16, 2025
Revised: July 14, 2025
Accepted: July 30, 2025
DOI
https://doi.
org/10.
52970/grmapb.
ABSTRACT
This study investigates the impact of organic marketing on consumer purchasing decisions using a case study of Kopi Kenangan, a leading coAee chain in Indonesia.
The research analyzes how Instagram features like Feed.
Stories.
Reels, and Live influence consumer behavior.
A total of 100 Instagram users who have purchased Kopi Kenangan products were surveyed through an online questionnaire.
The data were analyzed using descriptive statistics and the Structural Equation Modeling Partial Least Squares (SEM-PLS) method.
The results show that Instagram Feed and Instagram Stories significantly positively aAect purchasing decisions, while Instagram Reels and Live do not show a significant impact.
The findings highlight the eAectiveness of unpaid digital marketing eAorts in shaping consumer preferences and suggest that businesses can leverage organic content on Instagram to enhance customer engagement and drive sales.
Keywords: Organic Marketing.
Instagram.
Purchase Decision.
Kopi Kenangan.
JEL Code: M31.
D12.
O33.
Introduction Today, people spend more time using the internet than ever before.
Digital, mobile, and social media have become an integral part of everyday life for people worldwide.
As of July 2022, there were 5 billion internet users globally, representing 63.
1% of the world's population.
On average, users spent 6 hours daily online, with 92% of this activity occurring on mobile devices (Kemp, 2022.
Advances in the digital era have made it easier for people to do various things, including in the business sector.
Easy access to information, potential profits, and relatively low capital are the main factors driving the rapid growth of digital businesses.
(Sudarsono, 2.
The growth in internet users encourages businesses to explore eEcient ways of managing their presence in the electronic world.
Adopting new business models allows businesses to capitalize on the opportunities presented by the internet (Wielki, 2.
Therefore, companies are making social media the basis of their marketing strategies.
In the modern world, everyone can communicate about a business, product, or brand with all of their peers, which has the impact of consumer engagement growing to be very large (Liu et al.
, 2.
Indonesia has a population of 277.
7 million, a 1% increase .
9 millio.
Indonesia's internet users are 214.
7 million, with an average of 8 hours of usage per day.
The average daily time to use social media The Author.
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In 2022, the number of social media users in Indonesia was 191 million, an increase from 2021, with a 12.
6% increase, previously at 170 million users.
(Kemp, 2022.
Social media marketing is a digital marketing strategy that uses the potential of social media networks to achieve marketing goals and strengthen a company's image.
Good social media marketing can bring success to a business, driving leads and sales.
The internet and social media are undergoing a renaissance transformation.
Social media is poised to change society (Heggde & Shainesh, 2.
There are two kinds of social media marketing communications: organic and paid.
Organic social media consists of communications made by advertisers on social platforms.
Advertisers do not pay to spread their ads.
they can direct consumers online or through word of mouth.
Paid content is a way for advertisers to advertise by paying the platform.
Both of these methods are commonly used in today's media presence programs.
(Fulgoni, 2.
Organic Marketing involves audience growth.
companies do not need to pay for desired social media posts or blogs.
Organic marketing is a cost-eAective way to build loyal customers.
(Pink, 2.
The increasing integration of digital and mobile technologies into daily life has transformed how businesses engage with consumers.
Social media, in particular, has emerged as a powerful tool for marketing and consumer interaction.
In Indonesia, where internet and social media penetration are high, companies like Kopi Kenangan have embraced platforms like Instagram to connect with their target audience.
This study focuses on how Kopi Kenangan's use of organic Instagram marketing aAects consumer purchase decisions.
Established in 2017.
Kopi Kenangan now has 622 outlets in 45 cities.
In the second semester of 2021.
Kopi Kenangan recorded up to 330% sales.
(Katadata, 2.
Kopi Kenangan is one of the CoAee Shops that uses the grab-and-go concept, which utilizes social media as a place to market its products.
Kopi Kenangan is the first new retail food and beverage (F&B) company with Unicorn status in Southeast Asia.
(Setyowati, 2.
Through the Kopi Kenangan website, the company sold 30 million cups in 2020 and has more than 3000 Kopi Kenangan ranked first in the Top Brand Index of CoAee Shops in 2022, beating Janji Jiwa.
Kulo, and Fore, as seen in Table 1.
Brand Kopi Kenangan Soul Promise Kulo Fore Source: Top Brand Index Table 1.
Top Brand Index of CoAee Shops TBI
42,6%
38,3%
10,2%
6,5%
In this digital era.
Kopi Kenangan utilizes technological advances to convey information about products sold to consumers.
Using the grab-and-go concept.
Kopi Kenangan makes it easy for consumers to buy products practically through online purchasing.
One of the places used by Kopi Kenangan is Instagram.
As of July 2022.
Instagram is the most used social media platform worldwide after Facebook.
YouTube, and WhatsApp.
Instagram became the most popular social media platform after WhatsApp (Kemp, 2022.
, as shown in Figure 1.
Through social media marketing, it was revealed that marketing costs almost zero in the marketing budget.
Marketing is done through digital platforms.
customers share Kopi Kenangan and upload it to their social media accounts.
Using social media, a brand organically gets free promotion, so the company does not need to spend additional funds on marketing eAorts.
(Anjelita, 2.
The interaction carried out by Kopi Kenangan on the Instagram platform.
Kopi Kenangan can attract many target markets, as evidenced by the number of Followers on Kopi Kenangan's Instagram account with the name @kopikenangan.
id of 476,000 followers.
Kopi Kenangan consistently posts 3-4 posts on its Instagram account daily.
Content that contains several things that can attract consumers to buy products, such as promotions or knowledge about the products being sold.
The advancement of digital technology requires businesspeople to find the most eAective way to market the products they sell with minimal expenditure.
Organic marketing is one solution to market products with minimal expenditure.
Based on the explanation The Author.
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rganic marketin.
on Instagram social media.
Kopi Kenangan, and consumer purchasing decisions.
Figure 1.
Number of Social Media Users in The World Source: We Are Social 2022 While prior studies have examined digital marketing broadly, limited research focuses specifically on the role of organic Instagram marketing in the food and beverage (F&B) sector, especially in Southeast Asian Furthermore, most studies have concentrated on paid advertisements, overlooking cost-eAective This study addresses this gap by focusing on unpaid strategies and evaluating their influence on consumer behavior using empirical data.
The findings contribute to marketing theory and practice by highlighting how organic content can drive purchasing decisions in competitive F&B markets.
This study aims to analyze the eAect of organic Instagram marketingAispecifically Feed.
Story.
Reels, and Live featuresAion consumer purchasing decisions, using Kopi Kenangan as a case study.
II.
Literature Review and Hypothesis Development Social media has become a dominant channel for marketing communications due to its ability to engage consumers interactively and organically (Kaplan & Haenlein, 2.
Organic marketing, unlike paid advertising, relies on content-driven engagement rather than monetary promotion, and it has been shown to influence brand trust and consumer decision-making significantly (Liu et al.
, 2.
In the context of the food and beverage (F&B) industry, social media content, especially when user-generated or organically posted, can shape brand perception and encourage trial purchases (Dwivedi et al.
, 2.
Companies like Starbucks and local Indonesian brands have used Instagram features like Stories.
Reels, and Feeds to connect with younger consumers (Anjelita, 2.
The Consumer Decision-Making Process (Kotler & Keller, 2.
outlines five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
Social media marketing can influence each stage through informative and interactive content.
Furthermore, the Theory of Planned Behavior (Ajzen, 1.
suggests that attitudes, subjective norms, and perceived behavioral control influence behavioral intention.
Social media posts that are engaging and relevant may shape these factors, ultimately aAecting purchase behavior.
Based on the Consumer Decision-Making Process and the Theory of Planned Behavior, we propose that diAerent types of Instagram features have varying degrees of influence on consumer purchase decisions.
Prior studies .
Liu et al.
, 2018.
Dwivedi et , 2.
have shown that social media features can influence attitudes and decision-making through content richness, interactivity, and social proof.
The Author.
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: 2776-6349 Therefore, the following hypotheses are proposed:
H1: Instagram Feed significantly influences Kopi Kenangan's purchase decision.
H2: Instagram Story significantly influences Kopi Kenangan's purchase decision.
H3: Instagram Reels significantly influence Kopi Kenangan's purchase decision.
H4: Instagram Live significantly influences Kopi Kenangan's purchase decision.
Feed Instagram (X.
Story Instagram (X.
Purchase Decision (Y) Reels Instagram (X.
Live Instagram (X.
Figure 2.
Research model i.
Research Method The growth in internet users encourages businesses to explore eEcient ways of managing their presence in the electronic world.
The business sector that continues to experience development is the Food & Beverages sector in the form of processed coAee products.
One of the successful coAee businesses is Kopi Kenangan.
Established in 2017.
Kopi Kenangan has 622 outlets spread across 45 cities in Indonesia.
(Katadata.
Kopi Kenangan is one of the coAee shops that uses the grab-and-go concept and social media as a means of marketing products.
Kopi Kenangan is Southeast Asia's first unicorn-status new retail food and beverage company.
(Setyowati, 2.
One way to get potential customers to increase product sales is through social media.
Social media marketing utilizes the power of social media networks to achieve marketing and corporate branding goals.
Social media marketing can drive leads and sales and bring success to a business.
There are two social media communications, namely organic marketing and paid marketing.
Social media can determine a person's purchasing decision.
Data Collection The data were collected through an online structured questionnaire distributed to Instagram users who had previously purchased products from Kopi Kenangan.
A non-probability purposive sampling technique ensured that only relevant respondents participated.
The total sample consisted of 100 The questionnaire consisted of Likert-scale items designed to measure consumer responses to organic Instagram marketing strategies and their influence on purchasing decisions.
Sampling Technique The study adopted a purposive sampling method, targeting Instagram users aged 17 and above who had made at least one purchase from Kopi Kenangan.
This method was selected to ensure relevance and specificity to the research context, allowing for in-depth consumer behavior analysis within the selected The Author.
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: 2776-6349 Data Analysis The collected data were analyzed using a combination of SPSS .
and SmartPLS 3 software.
SPSS was utilized for descriptive statistics and reliability testing, while SEM-PLS (Structural Equation Modeling - Partial Least Square.
was employed for hypothesis testing and evaluation of measurement and structural SEM-PLS is appropriate for exploratory research with small to medium sample sizes and complex latent constructs.
SEM-PLS was chosen due to its robustness in dealing with complex models and small to medium sample sizes (Hair et al.
, 2.
It also allows for reflective and formative constructs and is less sensitive to non-normal data distribution than covariance-based SEM.
This makes it suitable for exploratory studies such as this one.
SPSS was used for preliminary analysis to test for internal consistency and descriptive Operational Variables This study has two variables: organic marketing on Instagram and purchase decision variables.
The purchase decision variable consists of sub-variables of problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior (Kotler & Keller, 2.
An explanation of the operational variables of each subvariable is described in Table 2.
Variables Table 2.
Operational Variables Sub Variables Indicator Message Design Instagram Feed Instagram Story Organic Marketing Instagram Instagram Reels Live Instagram Problem Introduction Purchase Decision (Kotler & Keller, 2.
Information Search Alternative Evaluation Completeness of Information Interaction Reciprocity Message Design Completeness of Information Interaction Reciprocity Message Design Completeness of Information Interaction Reciprocity Message Design Completeness of Information Interaction Reciprocity Products as desired Products as needed Get information through friends, relatives, or family Get information through social media.
Get information that generates buying interest.
Deciding to purchase because of other people's judgment Chose Kopi Kenangan through a friend's suggestion Choosing Kopi Kenangan after comparing with others The Author.
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Code
OM11
OM12
OM13
OM14
OM21
OM22
OM23
OM24
OM31
OM32
OM33
OM34
OM41
OM42
OM43
OM44
PD11
PD12
PD21
PD22
PD23
PD24
PD31
PD32
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php/grmapb/index Variables Sub Variables Purchase Decision Post-Purchase Behavior ISSN [Onlin.
: 2776-6349 Indicator Choosing Kopi Kenangan because of its good quality Have the intention to buy Willing to spend money to buy Plan every purchase Have confidence in product purchase Purchasing decisions are made because the place is easily accessible Satisfied with products and services Repurchase on another occasion.
Recommend products to others.
Keep buying products when there is a price increase Never disappointed after buying Kopi
Kenangan products Code
PD33
PD41
PD42
PD43
PD44
PD45
PD51
PD52
PD53
PD54
PD55
Control Variables The study acknowledges potential confounding variables such as price sensitivity, brand loyalty, individual digital literacy, and oEine marketing exposure.
To minimize bias, the questionnaire included demographic and behavioral screening questions.
Moreover, all participants were pre-qualified as Instagram users who had purchased from Kopi Kenangan, helping to reduce sample variability related to product familiarity and platform exposure.
Ethical Considerations This study followed ethical research practices to protect participants' rights and privacy.
Before data collection, participants were informed about the purpose of the study, their right to withdraw at any time, and the anonymity of their responses.
Informed consent was obtained electronically.
No personal identifying information was collected, and the data were analyzed in aggregate to ensure confidentiality.
The study did not require formal ethical clearance as it involved minimal risk and adhered to institutional guidelines on human subject research.
IV.
Results and Discussion Overview of Kopi Kenangan Kopi Kenangan is a company engaged in the food and beverage industry.
Kopi Kenangan aims to become the largest coAee retailer in Indonesia and the world.
Kopi Kenangan became Southeast Asia's first Unicorn retail company in less than 5 years.
Kopi Kenangan successfully fills the price gap between expensive and instant coAee by selling quality drinks for Rp15,000.
Validity and Reliability Test Results Before distributing the research questionnaire, the researcher conducted validity and reliability tests on each question item contained in the questionnaire.
As a pre-research stage, the validity and reliability tests The Author.
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: 2776-6349 were conducted using Statistical Product and Service Solutions (SPSS) version 26 software on the first 30 Validity Test Results The validity test results show that all questions in this research questionnaire are valid because they have a calculated R value greater than the R table value set with a significance level of 5%.
The r table value used in this study is 0.
Reliability Test Results The reliability test results show that both research variables have a Cronbach's alpha value greater The Cronbach's alpha value for the organic marketing variable is 0.
873, while that for the purchasing decision variable is 0.
Descriptive Analysis Results Descriptive analysis is used to understand the characteristics of respondents.
The results of the descriptive analysis include information about gender, age, occupation, latest education, and income and expenditure in the context of purchasing Kopi Kenangan products in one month for 100 respondents.
The results of the descriptive analysis can be seen in Table 3.
Table 3.
Respondent Characteristics Respondent Characteristics Male Gender Female Age .
>16-25 >25 Central Jakarta West Jakarta Domicile East Jakarta South Jakarta North Jakarta Student Government team member Jobs Private company employee Self-employed More O 1,500,000 1,500,001 - 3,500,000 3,500,001 - 5,500,000 Monthly Income (In Rupia.
5,500,001 - 7,500,000 7,500,001 - 9,500,000 > 9,500,001 O 500,000 500,001 - 1,500,000 Monthly Beverage 1,500,001 - 2,500,000 Expenditure (In Rupia.
2,500,001 - 3,500,000 > 3,500,001 Percentage (%) The Author.
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php/grmapb/index Education Level Respondent Characteristics Junior High School Senior High School Diploma Undergraduate Master Doctorate ISSN [Onlin.
: 2776-6349 Percentage (%) Based on Table 3, the majority of respondents in this study were male, with a percentage of 52% or 52 out of 100 respondents.
At the same time, the remaining 48% are respondents of the female gender, or as many as 48 people.
Furthermore, most of the ages in this study are 17-25, with a percentage of 99% or as many as 99 people.
The majority of respondents in this study came from the domicile of Central Jakarta, as many as 51 people.
In a month, most respondents are in the range of Rp1,500,001 - Rp3,500,000, with a percentage of 28% or as many as 28 people.
As for the expenses used in purchasing beverage products every month, namely O Rp500,000, with a percentage of 64% or as many as 64 people.
Furthermore, in the education category, 59 people hold bachelor's degrees.
Furthermore, descriptive analysis was carried out to determine consumer behavior, which includes the frequency of opening Instagram accounts, frequency and method of purchase, variants of drinking memorable coAee, and sources of information.
Consumer behavior can be seen in Table Table 4.
Consumer Behavior Consumer Behavior Percentage (%) Active Instagram Yes Opened Instagram in one week <5 times 6 - 10 times 11 - 14 times >14 times Frequency of viewing @kopikenangan.
id Instagram content <5 times 6 - 10 times 11 - 15 times >15 times Purchase Frequency Never 1 - 3 times 4 - 6 times >6 times Frequency of Cups in Purchases 1 glass 2 - 5 glasses >5 glasses Place of Purchase OEine Store Kopi Kenangan Kopi Kenangan App Grab Food Go Food Shopee Food Drink Variant CoAee of Former Memories The Author.
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php/grmapb/index Consumer Behavior ISSN [Onlin.
: 2776-6349 Percentage (%) Avocado CoAee Americano Mocha Latte Cappuccino Caramel Latte Hazelnut Latte Caramel Macchiato Vanilla Latte Dolce CoAee Dutch Chocolate Avocado Milk Avocado Caramel Chocolate Hazelnut Chocolate Caramel Milo Dinosaur Oreo Shake Aren Sugar Boba Milk Hazelnut Choco Milk Tea Memories Buying Food Variants Yes How to Enjoy On your own Friends or coworkers Family or relatives Enjoying the Product on the Spot Yes Enjoying Other Products Yes Other Products Starbucks Soul Promise CoAee Kulo CoAee Maxx CoAee Fore CoAee More Not Buying Other Products Source of Information Family or relatives Friends or coworkers Neighbors Lecturer or teacher Television advertisement Social media advertising Brochure Sponsor an activity More In Table 4, it can be seen that all respondents actively open Instagram, with the frequency of opening Instagram being more than 14 times a week for the majority of respondents, with a total of 64 people.
The Author.
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: 2776-6349 Furthermore, the frequency of respondents opening the @kopikenangan.
id Instagram account is the majority, less than 5 times a week, and as many as 72 people.
All respondents have bought Kopi Kenangan, with the frequency of buying more than 6 times, as many as 54 people, 1-3 times, as many as 28 people, and 4-6 times, as many as 18 people.
Sixty-one people bought 1 cup at each purchase, 2-5 cups, as many as 38 people, and more than 5 cups, as many as one person.
The drink variant most purchased by respondents is Kopi Kenangan Mantan, with a percentage of 72.
8% compared to other drink variants.
Furthermore, 51 people bought food products sold by Kopi Kenangan.
According to the data, most respondents are interested in Kopi Kenangan Generally, 53% of respondents buy Kopi Kenangan products through oEine stores, and the remaining 47% of respondents buy products through online stores (Kopi Kenangan App 6%.
Grab Food 19%.
GoFood 17%, and ShopeeFood 5%).
The results of descriptive analysis show that the majority of respondents are aged 17-25 years, which is the age category of teenagers and Generation Z.
According to Rastati .
Generation Z was born and grew up in the age of technological development, so their lives are very close to the internet.
As a result, it can be seen in Table 4 that the initial source of information about Kopi Kenangan is from friends or coworkers and advertisements on social media.
Results of Structural Equation Modeling-Partial Least Squares (SEM-PLS) Analysis The data in this study were then analyzed using the SEM-PLS method with the help of SmartPLS3 SEM-PLS analysis is carried out by analyzing outer model evaluation .
and inner model evaluation .
(Hair et al.
Measurement Model Evaluation Results (Outer Mode.
Outer model analysis is an analysis that defines how each indicator or manifest variable relates to its latent variable.
Outer model analysis has several stages, including evaluating convergent validity, discriminant validity, composite reliability, and Cronbach's alpha.
The initial outer model in this study can be seen in Figure Figure 3.
Initial Outer Model In the initial stage, namely measuring convergent validity, the loading factor value and average variance extracted (AVE) were obtained using SmartPLS software.
The loading factor value explains the correlation between each indicator and its latent variable.
The loading factor value is said to be valid if the indicator loading factor value is> 0.
7 (Ghozali, 2.
If the loading factor value is <0.
7, then dropping The Author.
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is carried out on each indicator and recalculated.
The results of the initial outer model in this study show that several loading factor values are below 0.
7, namely indicators OM13.
OM21.
PD21.
PD22.
PD23.
PD24.
PD31.
PD32.
PD33.
PD43.
PD45.
PD54, and PD55.
Furthermore, dropping or removing indicators is carried out because there are indicators that have a loading factor value <0.
Convergent validity analysis is again carried out after dropping.
The final outer model can be seen in Figure 4.
Figure 4.
Final Outer Model Based on Figure 4, all indicators have a loading factor value > 0.
After dropping the remaining 22 reflective indicators.
In the figure, it can be seen that the Instagram feed is reflected by OM11 .
essage desig.
OM12 .
ompleteness of informatio.
, and OM14 .
the most considerable loading factor value is in the OM12 indicator .
ompleteness of informatio.
, which is 0.
In the Instagram feed, the variable that experienced dropping or spending was OM13 of 0.
The OM13 indicator reflects the interaction carried out by the Kopi Kenangan Instagram account and buyers, as buyers do not need interaction to attract customers to buy products after seeing the Instagram feed content.
The Instagram Story variable is formed by OM22 .
ompleteness of informatio.
OM23 .
, and OM24 .
, with the most significant value in OM23 .
The Instagram story variable that experienced a drop is OM21, which reflects the message design of Kopi Kenangan's Instagram story content.
This is because buyers assess that Kopi Kenangan's Instagram story content often interacts with followers, which creates a desire to buy.
Then Instagram reels are seen from OM31 .
essage desig.
OM32 .
ompleteness of interactio.
OM33 .
, and OM34 .
, with the most significant value in OM33 .
, namely 0.
Live Instagram is seen from OM41 .
essage desig.
OM42 .
ompleteness of informatio.
OM43 .
, and OM44 .
, with the most significant value in OM42 .
ompleteness of informatio.
, namely 0.
While the purchase decision is reflected by PD11 .
roduct as desire.
PD12 .
roduct as neede.
PD41 .
as the intention to bu.
PD42 .
illing to spend money to bu.
PD44 .
as confidence in purchasing decision.
PD51 .
atisfied with the produc.
PD52 .
PD53 .
ecommend products to other.
in the purchase decision indicator with the highest value at PD42 .
illing to spend money to buy product.
, which is 0.
The loading factor results after dropping can be seen in Table Variables Organic Marketing Table 5.
Loading Factor after dropping Indicator Message design
Instagram Feed
Completeness of information Dimensions Code
OM11
OM12
Loading Factor
0,816
0,881
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php/grmapb/index Variables Dimensions Instagram Story Instagram Reels Live Instagram Problem Introduction Purchase Decision Purchase Decision Post-Purchase Behavior ISSN [Onlin.
: 2776-6349 Indicator Reciprocity Completeness of information Interaction Reciprocity Message design Completeness of information Interaction Reciprocity Message design Completeness of information Interaction Reciprocity Products as desired Products as needed Have the intention to buy Willing to spend money to buy Have confidence in purchasing Satisfied with products and services Repurchase on another occasion.
Recommend products to others.
Code
OM14
OM22
OM23
OM24
OM31
OM32
OM33
OM34
OM41
OM42
OM43
OM44
PD11
PD12
PD41
Loading Factor
0,765
0,847
0,864
0,818
0,795
0,800
0,814
0,813
0,809
0,856
0,828
0,818
0,825
0,805
0,805
PD42
0,835
PD44
0,782
PD51
PD52
PD53
0,824
0,801
0,802
The next stage in convergent validity is evaluating the average variance extracted (AVE), with the condition that the AVE value is> 0.
The AVE value can be seen in Table 6.
Table 6.
Average Variance Extracted (AVE) Value Dimensions AVE
Instagram Feed
0,676
Instagram Story 0,710 Instagram Reels 0,649 Live Instagram
0,686
Purchase Decision 0,656 Based on the AVE value in Table 6, it can be seen that all dimensions have an AVE value> 0.
5, so it can be concluded that each dimension in this study is said to be valid.
Furthermore, discriminant validity measurement is carried out, which can be seen from the cross-loading value.
Research indicators can be said to meet the test if the results of the cross-loading value of the intended latent variable are greater than the value of other latent variables.
The results of the cross-loading value test can be seen in Table 7.
Indicator Code
OM11
OM12
OM14
OM22
OM23
OM24
OM31
Instagram
Feed
0,816
0,881
0,765
0,416
0,347
0,441
0,478
Table 7.
Cross Loading Value Instagram
Instagram
Story Reels 0,359 0,525 0,382 0,603 0,449 0,600 0,847 0,494 0,863 0,459 0,818 0,563 0,489 0,795 Live
Instagram
0,431
0,377
0,479
0,369
0,398
0,397
0,409
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Purchase Decision 0,511 0,543 0,478 0,486 0,315 0,343 0,420 Page | 173
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php/grmapb/index Indicator Code
OM32
OM33
OM34
OM41
OM42
OM43
OM44
PD11
PD12
PD41
PD42
PD44
PD51
PD52
PD53
Instagram
Feed
0,585
0,583
0,605
0,439
0,397
0,406
0,459
0,546
0,517
0,462
0,508
0,448
0,514
0,503
0,522
Instagram Story 0,523 0,497 0,422 0,411 0,386 0,419 0,298 0,398 0,332 0,262 0,269 0,461 0,419 0,450 0,421 ISSN [Onlin.
: 2776-6349
Instagram
Reels 0,800 0,814 0,813 0,535 0,402 0,432 0,423 0,437 0,396 0,353 0,416 0,447 0,455 0,428 0,512 Live
Instagram
0,376
0,485
0,514
0,809
0,856
0,828
0,818
0,354
0,300
0,283
0,287
0,302
0,254
0,269
0,221
Purchase Decision 0,468 0,381 0,444 0,353 0,252 0,225 0,292 0,825 0,805 0,805 0,835 0,782 0,824 0,801 0,802 Based on the data in Table 7, it can be seen that all the intended latent variable cross-loading values are greater than the cross-loading values of other latent variables, so it can be said to have met the The next stage in the discriminant validity test is to compare the correlation between indicators with the square root of the AVE.
If the AVE square root result is greater than the correlation between constructs and other constructs, it is said to be good and includes model criteria.
The value of the square root of the AVE and the correlation between constructs can be seen in Table 8.
Latent Variable Instagram Feed Instagram Story Instagram Reels Live Instagram Purchase Decision Table 8.
Fornell-Larcker Criterion Value Instagram
Instagram
Instagram
Live
Feed
Story Reels Instagram
0,822
0,480
0,843
0,700
0,599
0,806
0,519
0,457
0,552
0,828
0,622
0,470
0,535
0,350
Purchase Decision 0,810 From Table 8, it can be observed that the square root value of AVE is between constructs.
Therefore, it can be concluded that the Instagram feed.
Instagram story.
Instagram reels, and Instagram live constructs have good discriminant validity.
Further analysis is carried out by looking at construct reliability, which includes composite reliability.
Composite reliability is used to evaluate indicator reliability when measuring other latent variables.
The expected composite reliability value must be greater than 0.
The composite reliability value in this study can be seen in Table 9.
Dimensions Instagram Feed Instagram Story Instagram Reels Live Instagram Purchase Decision Table 9.
Fornell-Larcker Criterion Value Composite Reliability 0,862 0,880 0,881 0,897 0,939 Cronbach's Alpha
0,758
0,802
0,820
0,849
0,925
Table 9 shows that all variables in this study have a composite reliability value> 0.
7 and a Cronbach's alpha value> 0.
With a composite reliability value> 0.
7 and Cronbach's alpha> 0.
6, it can be said that all The Author.
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After the measurement model analysis .
uter mode.
has met the requirements, the structural model analysis .
nner mode.
is carried out.
Structural Model Evaluation Results (Inner Mode.
Measurement of the structural model .
nner mode.
is done by looking at the value of the R-Square and the path coeEcient value, which aims to explain the positive or negative eAect of an independent latent variable and the dependent latent variable.
The path coeEcient value can be measured by looking at the path t-values to test the significance of the constructs in the structural model.
Meanwhile, the R-Square value is used to determine the level of influence of the independent variable on the latent variable.
The R-Square value can be seen in Table 10.
Table 10.
R-Square Value Latent Variable Purchase Decision R-Square 0,431 In Table 10, it can be seen that the data shows the R-Square value of the latent variable purchase decision of 0.
This value indicates that the four dimensions of Instagram feeds.
Instagram stories.
Instagram reels, and Instagram live influence 43.
1%, while other dimensions outside of this study influence the other 56.
Furthermore, bootstrapping is carried out to determine the significance of the influence of independent latent variables on the dependent latent variable by looking at the t-values.
SmartPLS bootstrapping results can be seen in Figure 5.
Figure 5.
SmartPLS bootstrapping results Figure 5 shows the significance level of each hypothesis in this study as indicated by the path coeEcient value.
From this data, it can be seen whether the hypothesis can be accepted or rejected in the initial research model.
The results of the bootstrapping value on the path coeEcient can test the four hypotheses in this study by comparing the t-statistic value with the t-table.
The path coeEcient value indicated by the t-statistic must be above the table value with an alpha significance of 5% or 1.
960 for the hypothesis to be accepted.
Bootstrap analysis can determine the original sample (O) value, the t-statistic value, and the p-value on the path coeEcient.
The path coeEcient results can be seen in Table 11.
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php/grmapb/index Path of Influence Instagram Feed Purchase Decision Story Instagram Purchase Decision Reels Instagram Purchase Decision Live Instagram Purchase Decision Table 11.
Path CoeEcient Value Original T-Statistics P-Values Sample (O) 0,475 4,836 0,000 0,198 2,186 0,029 0,110 0,853 0,394 -0,048 0,586 0,558 ISSN [Onlin.
: 2776-6349 Hypothesis Accepted Accepted Rejected Rejected The results of the bootstrapping test in Table 11 can be concluded as follows: the eAect of Instagram feeds.
Instagram stories.
Instagram reels, and Instagram live on the purchase decision of Kopi Kenangan is as The influence of Instagram feed on purchase decision The eAect of the Instagram feed variable on the purchase decision of Kopi Kenangan is 0.
475 with a t-statistic value of 4.
Because the t-statistic value is> 1.
960, then H1 is accepted.
It can be said that the Instagram feed variable influences Kopi Kenangan's purchase decision positively and significantly.
The Instagram feed variable can be reflected by the indicator with the highest loading factor value, given by the completeness of information, with a value of 0.
The positive influence of Instagram feeds on purchasing decisions for Kopi Kenangan shows that the better the message design, the completeness of product information, and the reciprocity in the content of Kopi Kenangan's social media Instagram feed, the more purchasing decisions will increase for potential buyers.
Most respondents agree that Kopi Kenangan has done the Instagram feed indicators well, so it is necessary to maintain and improve message design, completeness of information, and reciprocity with buyers.
The influence of Instagram stories on purchase decisions The eAect of the Instagram story variable on the purchase decision of Kopi Kenangan is 0.
198 with a t-statistic value of 2.
186, because the t-statistic value> 1.
H2 is accepted.
It can be said that the Instagram story variable influences Kopi Kenangan's purchase decision positively and significantly.
The Instagram story variable can be reflected by the indicator with the highest loading factor value given by the interaction, which The positive eAect of the Instagram story indicator on Kopi Kenangan's purchase decision shows that the better the completeness of information, interaction, and reciprocity in the content of Kopi Kenangan's Instagram social media stories, the better the product purchase decision.
Most respondents agree that Kopi Kenangan has done well with Instagram story indicators, so it must maintain and improve the completeness of product information, social media admin performance, and reciprocal relationships with buyers.
The influence of Instagram reels on purchase decisions The eAect of the Instagram reels variable on the purchase decision of Kopi Kenangan is 0.
110 with a t-statistic value of 0.
853, because the t-statistic value < 1.
960, then H3 is rejected, which means that Instagram reels do not significantly influence the purchase decision of Kopi Kenangan.
This variable is rejected based on the results of the data processed from this study, which shows that respondents are hesitant about the indicators of interaction and reciprocity.
A total of 37 respondents were skeptical about the interaction of the Instagram reels content.
In the reciprocity indicator, 37% of the respondents, or 37 people, doubted the reciprocal relationship provided on the Instagram reels content.
Most respondents agree that Kopi Kenangan's Instagram reels content is poorly implemented, so interaction and reciprocity indicators must be improved to improve purchasing decisions.
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: 2776-6349 The influence of Instagram Live on purchase decisions The eAect of the Instagram live variable on the purchase decision of Kopi Kenangan is -0.
048 with a t-statistic value of 0.
586, because the t-statistic value < 1.
H4 is rejected.
It can be said that the live Instagram variable does not significantly influence Kopi Kenangan's purchase decision.
The variable is rejected based on the results of the data processed from this study.
it can be shown that most respondents have doubts about two indicators, namely message design and completeness of information.
As many as 45 respondents, or 45% of the total number of respondents, doubted the design of the live Instagram message.
19 people disagreed, and strongly disagreed.
In the information completeness indicator, 43% or 43 respondents felt These two indicators reflect the live variable of Instagram.
Most respondents agree that Kopi Kenangan's live Instagram content is poorly implemented, so the message design indicators and information completeness must be improved to increase purchase decisions.
Comparative Analysis The findings are consistent with those of Liu et al.
, who emphasized the importance of consumer engagement in social media brand communities.
However, unlike studies focusing on paid promotions (Fulgoni, 2.
, this research shows that unpaid strategies can also eAectively influence consumer Practical and Policy Implications Practitioners in the F&B industry should consider integrating structured organic marketing campaigns into their strategies.
Policymakers supporting digital MSMEs should provide training on maximizing unpaid digital platforms, which can democratize access to marketing tools without requiring large Conclusion This study concludes that Instagram Feed and Story features significantly influence consumer purchasing decisions.
Organic content creation is a viable strategy for budget-conscious F&B businesses.
Kopi Kenangan utilizes Instagram to market the products it sells, using features provided by Instagram such as Instagram feeds.
Instagram stories.
Instagram reels, and Instagram live.
In marketing activities.
Kopi Kenangan consistently spreads content that can be seen on its Instagram account page.
Kopi Kenangan uploads feed Instagram content with an intensity of 3-4 photos daily, with an average number of 700 likes and 30 Instagram story content is uploaded 10 times every day.
Instagram reels content is uploaded 8 times per month with an average of 73,000 views.
Kopi Kenangan only does live Instagram once per month.
Purchasing decisions at Kopi Kenangan are explained by the highest indicator, namely, the willingness to spend money to buy products, with a value of 0.
Buyers are satisfied with the selling price set by Kopi Kenangan.
With an average product price of 15 thousand.
Kopi Kenangan has filled the niche gap between expensive and instant coAee prices.
Most respondents have purchased Kopi Kenangan products over 6 times through oEine and online stores.
In addition, most respondents know product information through friends or coworkers and advertisements on social media.
Analysis using the SEM-PLS method shows that organic marketing influences purchasing decisions by 43.
1% while the other 56.
9% by dimensions outside the research model.
From the research above, 2 out of 4 variables significantly aAect purchasing decisions: the Instagram feed and the Instagram Story.
While SEM-PLS is eAective for exploratory modeling, it has limitations related to model fit indices and sensitivity to measurement errors.
The sample size .
may also limit the generalizability of findings.
Furthermore, this study relies on self-reported data, which may be The Author.
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: 2776-6349 subject to response bias.
Future research should consider triangulating findings with experimental or longitudinal data.
References