RELATIONSHIP OF PRODUCT'S PERCEIVED VALUE, INSTAGRAM CONTENT, AND CUSTOMER TRUST TOWARDS THE PURCHASE INTENTION OF SECOND-HAND CLOTHING
The trend of buying and selling of second-hand clothing is increasing. Moreover, 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 previously owned clothing and users that look f...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/78795 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The trend of buying and selling of second-hand clothing is increasing. Moreover, 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 previously owned clothing and users that look for it. This can be proved by the high number of second-hand products tag photos on Instagram, which acts as the media for customers to see the products, access information, and build their trust. The main objective of this study is to analyze the relationship of product’s perceived value, Instagram content, and customer trust to the purchase intention. This research can be implemented to attract the purchase intention of second-hand clothing on Instagram for second-hand sellers. After reading previous studies, the researcher continues to analyze the relationship by using quantitative method through survey. The questionnaires are distributed to customers of second-hand clothing that purchased it through Instagram who live in Jakarta/Bandung. The sample consists of 247 respondents which later will complete a five-point Likert scale questionnaire. In this research, the independent variables are perceived value of the product, Instagram content, and customer trust. 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. The result of this research shows that the perceived value of the product does not have relationship to the purchase intention, while Instagram content and customer trust are significantly positive on having relationship with the purchase intention of second-hand clothing through Instagram. Informative content (clear, adequate, complete, and good language of delivering information), attractive content (interesting, educative, and consistent) on Instagram, and building customer trust will make the customers to consider, intend, and recommending others to purchase. |
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