PENGARUH KONTEN INSTAGRAM TERHADAP MINAT BERKUNJUNG KONSUMEN (Studi Kuantitatif mengenai Pengaruh Kandungan Pesan Foto, Gaya Komunikasi, dan Kualitas Informasi terhadap Minat Berkunjung Konsumen ke Klinik Kopi di Yogyakarta Tahun 2017)

ABSTRACT Deka Cahya Febbyana, D0213031, INFLUENCE OF INSTAGRAM CONTENT TOWARDS CONSUMER VISITING INTEREST (Quantitative Study on the Influence of Photo Message Content, Communication Style, and Quality of Information on Klinik Kopi Instagram Account of Consumer Visiting Interest to Klinik Kopi), Thesis, Communication Studies, Faculty of Social and Political Sciences, Sebelas Maret University, Surakarta, January 2018. One type of new media that is present and become viral among users is social media. Instagram is a social media that is currently a lifestyle trending. Instagram is a social media that allows users to share photos and videos, and share the moment of activity through photos or video. By prioritizing the service of photo and video postings, Instagram is not only used as having fun, but also used by many businesses as marketing. One of the considerations made by Instagram users is the content provided by other users. The common phenomenon is that many Instagram accounts are suddenly famous simply because of the content they provide to their user profile bar. Looking at the phenomenon, many Coffee Shop businessmen who use Instagram as marketing observe to their Instagram content that aims to attract consumers visiting. One of the Coffee Shop in Yogyakarta that has been using Instagram as a marketing is Klinik Kopi. The theory used in this study is Stimulus-Organism-Response. The approach taken in this research is quantitative approach. The sample in this study is 135 people who visited the Clinic with the criteria to have Instagram account. Data analysis technique used in this research is doubled linear regression. This research shows that Instagram Content which includes Photo Message Content (F), Communication Style (GK) and Information Quality (KI) influence Consumer Visiting Interest (Y) to Klinik Kopi 57,6%, 42,4% other factors outside this research. This Research shows that coefficient regression in Photo Message Content (F) is 0,284, coefficient regression in Communication Style (GK) is 0,400 and coefficient regression in Information Quality (KI) is 0,595. Information Quality Variable (KI) has the highest beta coefficient value compared to the other independent variables so that the Information Quality variable (KI) is the most dominant variable influencing Consumer Visiting Interest (MB) to Klinik Kopi. Keywords: Instagram Content, Visiting Interest, New Medi