RELATIONSHIP OF INSTAGRAM CONTENT, INSTAGRAM INFLUENCER, AND PERCEIVED VALUE OF THE PRODUCT TOWARDS CUSTOMER PURCHASE INTENTIONS OF PHOTOGRAPHY SERVICE INDUSTRY
The trend of buying and selling of photography service is increasing. Furthermore, with the support of technology’s rapid growth, the use of social media is helping the business to grow. For instance, on Instagram, there are lots of users that sell their photography services and look for it. This...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41184 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The trend of buying and selling of photography service is increasing. Furthermore,
with the support of technology’s rapid growth, the use of social media is helping the
business to grow. For instance, on Instagram, there are lots of users that sell their
photography services and look for it. This phenomenon can be proved by the high number
of photography services tag photos on Instagram, which acts as the media for customers
to see the product, access information, and assess the product. The main objective of this
study is to analyze the relationship of Instagram content, Instagram influencer, and
perceived value of the product towards customer purchase intention. This research can be
implemented to attract the purchase intention of photography services on Instagram. After
reading previous studies, the researcher continues to analyze the relationship by using
quantitative method through questionnaires. The questionnaires will be distributed to the
customers who will use photography service or people who have been used photography
service on Instagram and live in Jakarta/Bandung. In this research, the independent
variables are Instagram content, Instagram influencer, and perceived value of the product.
While the dependent variable is purchase intention. The multiple regression analysis on
SPSS 24 is used to analyze the relationship between the independent variables with the
dependent variable. After all the test is completed, the researcher will make conclusion
based on the data analysis to answer the research question. Recommendations will also
be given and is expected to solve the problem which exist in this research. Lastly, the
researcher will also give some insights related to the further research. |
|---|