THE EFFECT OF USING ENGLISH ON INSTAGRAM PROMOTION TOWARD PURCHASE INTENTION AT MILK BAR CAFÉ PONTIANAK

Abstract

Promotion is an essential process where the business builds a bridge to the public and makes an impression to attract potential consumers and also to maintain the consumers. In this modern era, one of the ways to do the promotion is through social media, which is Instagram. Besides the media, language plays an important role that able leading to a purchase intention. The purchase intention occurs when the target market feels the product suitable for their need in
particular aspects. This research is conducted to find the effect of using the English Language for business promotion in non-English spoken countries, specifically in Pontianak, and to narrow down the research, the writer chose Milk Bar Café as the object of this research. This research is quantitative associative research using SPSS version 25. The associative approach is suitable for this research since the writer wants to know the relation between the English
Language for promotion on Instagram toward purchase intention and the effect that emerged. The result of this research shows that using the English Language for business promotion has a significant effect on increasing the markets’ purchase intention in the connecting and community building aspects.