Platino Mulya Budiman

• Main Author: Alpasha (19215039), Rakil
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30179
• Institution: Institut Teknologi Bandung

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