Penelitian ini bertujuan untuk menganalisis pengaruh media sosial terhadap efektivitas pemasaran Café Uphill di era digital di Kota Tarakan. Penelitian ini menggunakan pendekatan kuantitatif dan metode purposive sampling yang menetapkan responden berdasarkan kriteria tertentu yang sesuai dengan tujuan penelitian. Teknik pengumpulan data meliputi kuesioner dan wawancara terstruktur, sementara analisis data dilakukan melalui analisis deskriptif, uji validitas dan reliabilitas instrumen, uji asumsi klasik (normalitas, heteroskedastisitas, dan linearitas), uji hipotesis (uji t), koefisien determinasi, serta analisis regresi linier sederhana. Hasil analisis deskriptif menunjukkan bahwa variabel media sosial memiliki skor aksesibilitas tertinggi sebesar 91%, terutama pada indikator kemudahan akses terhadap informasi dan kontak café melalui platform media sosial. Seluruh item instrumen dinyatakan valid (r hitung > r tabel 0,195) dan reliabel dengan nilai Cronbach Alpha sebesar 0,623. Uji Wilcoxon menunjukkan adanya perbedaan signifikan antara variabel media sosial dan pemasaran dengan nilai signifikansi 0,000 (p < 0,05). Analisis regresi linier sederhana menghasilkan persamaan Y = 55,234 + 0,156X dengan nilai koefisien regresi (Beta) sebesar 0,313 dan standard error sebesar 0,048, yang menunjukkan bahwa setiap peningkatan satuan skor media sosial akan meningkatkan efektivitas pemasaran sebesar 0,156 satuan.
Kesimpulan dari penelitian ini adalah bahwa media sosial berpengaruh positif dan signifikan terhadap efektivitas pemasaran Café Uphill. Media sosial terbukti sebagai saluran strategi dalam meningkatkan visibilitas dan daya jangkau pemasaran melalui penyebaran informasi yang cepat, interaktif, dan mudah diakses oleh konsumen di era digital.
Kata kunci: Media Sosial, Pemasaran Digital, Café Uphill, Efektivitas Pemasaran,

This study aimed to analyze the influence of social media on the marketing effectiveness of Cafe Uphill in the digital era in Tarakan City. This research employed a quantitative approach and purposive sampling method, which determined respondents based on certain criteria in accordance with the research objectives Data collection techniques involved questionnaires and structured interviews. Data analysis was conducted through descriptive analysis, instrument validity and reliability tests, classical assumption tests (normality, heteroscedasticity, and linearity), hypothesis testing (t-test), coefficient of determination, and simple linear regression analysis. The results of descriptive analysis indicated that social media variables had the highest accessibility score of 91%, especially in the indicator of easy access to café information and contacts through social media platforms. All instrument items were declared valid (r count > r table 0.195) and reliable with a Cronbach Alpha value of 0.623. The Wilcoxon test showed a significant difference between social media and marketing variables with a significance value of 0.000 (p < 0.05). Simple linear regression analysis resulted in the equation Y55 . 234 + 0.156 X with a regression coefficient ( Beta ) value of 0.313 and a standard error of 0.048, which showed that each unit increase in social media scores would increase marketing effectiveness by 0.156 units. The conclusion of this study states that social media had a positive and significant effect on the marketing effectiveness of Café Uphill. Social media was proven as a strategic channel in increasing marketing visibility and reach through the dissemination of information that was fast, interactive, and easily accessible to consumers in the digital era Keywords: Social Media, Digital Marketing, Cafe Uphill, Marketing Effectiveness