THE INFLUENCE OF EVENT PLANNER INSTAGRAM CONTENT TO CUSTOMER PURCHASE INTENTION (CASE STUDY OF SEPERTI YANG DIIMPIKAN EVENT PLANNER)

• Main Author: NIDA (19215061), SOFWATUN
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31023
• Institution: Institut Teknologi Bandung

Social media become popular nowadays especially for a company to do marketing <br /> <br /> strategy. Big to small business doesn’t need huge investment and can generate <br /> <br /> market awareness. Instagram is one of popular social media, that allows users to <br /> <br /> shared photos or videos among users. What’s make instagram interesting is content <br /> <br /> itself. The content consist of message that want to be shared by the users. In this <br /> <br /> research we develop 4 hyphothesis of Instagram content that can influence <br /> <br /> customer purchase intention which are Product-Centric, User-Generated Content, <br /> <br /> Celebrities Endorsement, and Event-Highlight Video. <br /> <br /> In this paper, we present quantitative data we got from questionnaire that spread to <br /> <br /> 225 respondents online. The research using non-probability sampling with <br /> <br /> respondent’s criteria are age 17-30 years old, live in Bandung and Jabodetabek, <br /> <br /> and active Instagram user. This research are based on case study from Seperti yang <br /> <br /> Diimpikan Event Planner. Based on that, we identify Seperti yang Diimpikan event <br /> <br /> planner’s Instagram content and analyze the data which influence customer <br /> <br /> purchase intention. Our result reveals the hypothesis are acceptable.