ONLINE ENGAGEMENT FACTORS ON INSTAGRAM LOCAL FASHION BRAND ACCOUNTS

• Main Author: Raidah Rachmah, Rima
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40985
• Institution: Institut Teknologi Bandung

only used as social media but also a marketing tool for local fashion brands. There is a various phenomenon of Instagram marketing to engage customers, yet there is still lacking an explanation of how consumers attracted. Therefore, to propose an effective social media marketing on Instagram for local fashion brands, it is necessary to identify consumer engagement in social media and purchase intention. The objective of this research is to explore the correlation between Instagram contents of fashion brands with the purchase intention of the consumers and identify the forms of communication in which consumers most enthusiastically interact with fashion brands. The researcher surveyed through an online questionnaire as a tool to collect the data with Instagram active users as the requirement for respondents. This research used mediation regression analysis to seek the correlation between Instagram contents and purchase intention. Independent sample ttest is also used in this research to compare which kind of post that consumers most enthusiastically interact with fashion brands. The researcher found that customer engagement is a mediator variable between post characteristics towards purchase intention. The findings also explained that consumers are preferred to communicate in forms of a post which represents a model wearing the brand product by considering entertaining content and vivid media. Thus, it can be a recommendation to fashion local brands to create entertaining content with vivid media to attract customers and increase the level of customer engagement towards its brands. By having customer engaged, the brands are supposed to gain and increase sales.