Factors influencing intention to buy in a local instagram store in Jakarta area

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Faradisa, Safina (2021) Factors influencing intention to buy in a local instagram store in Jakarta area. Undergraduate thesis, IPMI Business School.

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Factors influencing intention to buy in a local instagram store in jakarta area - Safina Faradisa.pdf
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Abstract

Ever since the internet moreover digitalization developed rapidly, the increasing interest in social media platforms such as facebook and twitter has widened the opportunities for businesses to promote or advertise their products and services online. Instagram is sitting on the third most used social media in Indonesia. Thus, this study conducts an empirical examination into the primary drivers of garment buy intent on Instagram. Based on the relevant literature and the research questions of this study, a conceptual model was developed, which was then tested using a quantitative methodology. In order to complete the survey, a convenience sample of 100 customers in the Jakarta (Indonesia) area was chosen as samples. To assess the study's hypotheses, the collected data was analyzed using multiple regression. The findings reveal that four factors influence consumer purchase intentions positively (perceived social value, perceived pricing value, perceived emotional value and perceived benefits), while perceived quality value have been proven to have no significant impact on customer buy intentions.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 23 Dec 2021 08:57
Last Modified: 23 Dec 2021 08:57
URI: http://repository.ipmi.ac.id/id/eprint/1345

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