Analysis of The Effect of Organic Marketing on Purchasing Decisions of Kopi Kenangan

As technology develops, many people spend time using the internet. The internet allows people to access information from various places and circles easily. Make businesses take advantage of the internet to promote the products they sell. One of the platforms that can be used as media to promote products is social media. One of the companies that uses social media to do marketing is Kopi Kenangan, a leading coffee shop chain in Indonesia, by utilizing the free features available on Instagram. This study aims to analyze the effect of organic marketing on Kopi Kenangan's purchase decision. This study was conducted by distributing questionnaires to 100 Instagram users who had purchased Kopi Kenangan. Data analysis was performed using descriptive methods and Structural Equation Modeling Partial Square (SEM-PLS). The results showed that organic marketing positively affected purchasing decisions for Kopi Kenangan products.