INFLUENCE OF INSTAGRAM EXPLORE MOTIVES TOWARD PERCEIVED VALUE AND INSTAGRAM CONTINUED USAGE INTENTION

• Main Author: Refaldy Triantono, Jeremias
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64698
• Institution: Institut Teknologi Bandung

Instagram have prove to be one of the most successful social media right now. It is popular because it is easy to use and have five main features : home, post, notification, profile, and explore. Instagram explore is considered unique among other features because it gives you an external perspective of Instagram by giving a content that is based on your like, following, and other activities on Instagram. This research aims to determine if the motives of using explore have a positive influence on perceived value of explore in which will affect Instagram continued usage intention, if perceived value mediates the motives and the continued usage intention and if content on explore is more impactful to Instagram than without content. Respondents are active Instagram users. Results showed that motives for using explore positively influences perceived value, and affected the continued usage intention positively. Results also showed that perceived value mediates motives and continued usage intention well and explore with content proves to be more impactful than without content. It can be taken as insight for Instagram to continue to improve explore more as it contribute to Instagram continued usage intention. It can be used as a foundation for future social media startups if they want to adopt the way instagram explore works to their social media