Platino Mulya Budiman
In recent years, social media has become increasingly popular as a business and communication tool. Businesses are <br /> <br /> recognizing the importance of social media as a way to engage with consumers on a more personal level while being <br /> <br /> able to implement m...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/30179 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In recent years, social media has become increasingly popular as a business and communication tool. Businesses are <br />
<br />
recognizing the importance of social media as a way to engage with consumers on a more personal level while being <br />
<br />
able to implement marketing techniques and further to increase purchase intent. One of the influential channels in <br />
<br />
social media marketing is Instagram, a mobile app that allows users to capture and share images and videos with <br />
<br />
followers. Due to its simplicity and popularity, Instagram had 800 million monthly active users, 500 million daily <br />
<br />
active users, and 2 million advertisers. As a largely visual social media tool, Instagram allows businesses to reach <br />
<br />
consumers and strengthen its business in new ways. Instagram have 18 features and one of it is Instagram Stories. <br />
<br />
Instagram stories is a feature that lets users post photos and videos that vanish after 24 hours. Once Instagram launched <br />
<br />
Stories in August 2016, the feature spread like wildfire. As of November 2017, Instagram Stories topped 300 million <br />
<br />
daily users. This has caught the business attention to use Instagram stories as one of their marketing tool, in purpose <br />
<br />
to attract their customer’s purchase intention. According to Instagram data, Instagram stories have an impact on <br />
<br />
purchase intention based on several success stories of businesses that using this feature as their marketing tool. <br />
<br />
By doing this research, the author wants to explore if Instagram stories have an effect on customer purchase intention <br />
<br />
in a multi-brands fashion retail store in Makassar. The author tried to explore whether Instagram Stories have <br />
<br />
significant relationship with purchase intention, in this case the message strategies that will used in Instagram Stories. <br />
<br />
A quantitative questionnaire of 204 potential customer in Makassar was conducted from May to June 2018 to explore <br />
<br />
the relationship between independent and dependent variable. The author used Single linear regression to analyze the <br />
<br />
relationship between independent and dependent variable in this study <br />
<br />
The result of this research shows that message strategies have a significant and positive relationship with purchase <br />
<br />
intention in multi-brands fashion retail store in Makassar. From the descriptive analysis, it can be concluded that <br />
<br />
potential customer was strongly agree if emotional appeal, comparative and user image are essential to Instagram <br />
<br />
Stories message strategies |
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