ANALYZE THE INFLUENTIAL FACTORS OF CUSTOMER ENGAGEMENT ON INSTAGRAM TOWARD PURCHASE INTENTION ON PMP DENIM/UNITED HART/MATERNAL DISASTER AS A LOCAL BRAND SREETWEAR BRAND IN BANDUNG

• Main Author: Muminin Hamdani, Amirul
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41090
• Institution: Institut Teknologi Bandung

Fashion is one of the creative economy industry sub-sectors that contributes greatly to gross domestic income in Indonesia, based on creative economic data released by Bekraf, in 2016 and 2017 this industry contributed 18.01% and 18.15% of revenue. The example is streetwear fashion style. Streetwear is a style rooted in skating, surfing and hip hop. Until now in Bandung many companies that sell clothing focus on streetwear clothing. The main driver of selling clothes is certainly the consumers themselves. Sales growth of each company will certainly not be separated from social media contributions, especially Instagram, which has many users. This research aims to find out how local streetwear brands should use Instagram as one of the marketing tools and analyze the factors of customer engagement and their influence on their buying interest. This study will use PLS-SEM analysis to assess the significance and analyze Instagram content from three local streetwear brands. The researcher used values from previous studies. The value used for analysis is the content quality on Instagram, customer engagement and purchase intention. This shows that there is a positive relationship between the content quality on Instagram, customerengagement and purchase intention. In addition, the content quality on Instgram is the main thing that is very important to influence purchase intentions. This research is expected to provide information for local streetwear brands regarding the content quality on Instagram and maximize its use.