THE IMPACT OF INSTAGRAM ADVERTISEMENT ON WOMEN’S PURCHASE INTENTION TOWARD FASHION PRODUCTS

• Main Author: Yahya Miharja, Denise
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67166
• Institution: Institut Teknologi Bandung

Nowadays, social media platforms are an effective way to market an online shop. One of the very popular social media platforms is Instagram. Jobatika is an online local clothing brand in Bandung that makes custom batik clothes. Lately, Jobatika’s owner feels that the company has stuck and only revolves on the same market. By understanding the Instagram Advertising and its impact to purchase intention towards Jobatika, the researcher wants to help Jobatika in solving the problem they face. The purpose of this research is to find the most effective Instagram Ads feature in affecting customers’ purchase intention toward Jobatika. This research applies explanatory research to explain the relations and influences between variables in hypothesis. The variables are: Photo Ad, Video Ad, Carousel Ad, Story Ad, Reels Ad, Attitude towards The Advertisement, Attitude towards the Brand, and Purchase Intention. This research uses descriptive statistics and PLS-SEM to analyze the data. A questionnaire-based survey with 5-point Likert scale is used to gather the data. The population of this research consists of women (18-60 years old) in Bandung who use Instagram and like to shop online for fashion products on Instagram. The target respondents of this research are 200 respondents. From 5 types of Instagram Advertisement, only Video Ad that significantly positive to Attitude towards The Advertisement. Attitude towards advertisement significantly positive to Attitude towards The Brand and Attitude towards The Brand significantly positive to Purchase Intention. To know the reasons behind the rejected result, the researcher conducted interviews with three respondents. The results of interviews show that most of Jobatika's advertisements are less attractive and not eye-catching. As a result of the interview, some of Jobatika’s advertisements are less attractive and need some improvement. The design must be more creative and eye-catching. Jobatika must add the main thing that wanted to show to the audience at the beginning of the Reels Ad. Future research may analyze the advertisements from different companies and the user behavior of Instagram. This research has limitations in the respondents scope. The respondents do not cover all areas in Indonesia, but only cover several areas in Indonesia. Key Words: Instagram Advertisement, Attitude towards The Advertisement, Attitude towards The Brand, Purchase Intention