INSTAGRAM CONTENT TOWARD CUSTOMER PURCHASE INTENTION FOR START-UP FOOD

• Main Author: Br Sagala, Oktaviani
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78599
• Institution: Institut Teknologi Bandung

Instagram has become one of most popular social media platform used around the world. As one of marketing communication channel, Instagram becomes important to company because its existence to communicate company’s product to customers. In culinary industry, especially on cookies products found many companies used Instagram to communicate its products. The presence of Instagram, then makes Kisse Cookies Sehat as a start-up culinary company focused in healthy cookies product is also plan to maximize its performance by communicating its product in online, which is use Instagram. The company have already use Instagram for marketing in online, but the performance of the account is not good enough to attract customers that will leads to increasing the purchase intention of customers. The fact is, Kisse have 1140 followers but the number of sales from online is under 10% of the number of followers. Besides that, the company has many competitors that makes customer have many alternatives to fulfill their needs. This condition makes company strongly want to maximize the performance of its Instagram. Study literatures known that one of factors that affected the phenomenon is the content of Instagram itself. Furthermore, founded that to optimize the Instagram marketing, the company must be able to create content, that will leads to customer intention to purchase the company’s products. Content here is the factor that affected the attractiveness of Instagram. Based on literatures, content used in this research is consists of Bio, Product’s visual, Endorsement, Caption, Hastag, and Repost, where each contents have 4 indicators, so total indicators used in this research is 24 indicators. Furthermore, from the result of this research will found the most affecting content of Instagram for star-up culinary that will affect the customers purchase intention. The methodology used in this research is quantitative method, by collecting data from online questionnaire that distributed to 140 qualified respondents, which Instagram users and as an active user of Instagram. The analysis is used multiple regressions. The data gathered tested first by Classic Assumption Test as the requirement for multiple regressions. Furthermore, the analysis found that the most influencing Instagram content toward customer purchase intention is Repost. Repost as content based on customer preferences must become consideration for start-up owner to improve its Instagram performance.