Consumer Perception and Meaning Constraction Towards Store Theatrics in InstagramDigital Marketing Content at Kebun Raya Bali in the “Sunset Di Kebun” Program

Abstract

This research aims to analyze the influence of Consumer Perception and Meaning Construction towards Store Theatrics in Instagram Digital Marketing Content at Kebun Raya Bali in the "Sunset Di Kebun" Program. The hypotheses in this research are H₁: Decor themes have a positive effect on impulse buying, the better the decor themes, the higher the impulse buying; H₂:  Store event has a positive effect on impulse buying, more attractive the store event, the higher the impulse buying; H₃: Consumers have a positive perception and meaning construction towards store theatrics content in the "Sunset di Kebun" Instagram digital marketing regarding impulse buying. To test these hypotheses, this research used a quantitative approach with multiple regression analysis to examine the influence between variables and UEQ (User Experience Questionnaire) to determine consumer perceptions and meaning construction towards Store Theatrics in Instagram Digital Marketing Content at Kebun Raya Bali in the "Sunset Di Kebun" Program. The research sample consisted of 316 visitors of Kebun Raya in the "Sunset di Kebun" program. The results of this research show X1 0,515 and X2 0,410, with a Sig. value of 0,000 < 0,05 indicating a significant influence. Thus, this means H0is rejected. It can be concluded that decor themes have a positive effect on impulse buying and store event has a positive effect on impulse buying. Decor Themes XI contributed the most to impulse buying decisions. From the UEQ (User Experience Questionnaire), the "Sunset di Kebun" Instagram social media performed well, as seen from attractiveness and stimulation scores of 1,851 and 1,650 (dark green, meaning excellent). This means the "Sunset di Kebun" Instagram content is very attractive and capable of stimulating customers. Furthermore, viewed from perspicuity, efficiency, and novelty, the scores (light green, meaning above average) indicate that the content on Instagram social media is considered sufficient in providing information related to the "Sunset di Kebun" event, which may be because the interval between event series is sometimes quite long. Regarding dependability, it was rated good (medium green) with a score of 1,63 meaning it sufficiently meets customer expectations. The results of this study are expected to contribute insights for business owners, MSMEs, and startups in Bali and Indonesia across various business fields regarding the role of Store Theatrics in Instagram Digital Marketing Content and its impact on impulse buying, thus serving as a learning point in implementing business strategies.