THE IMPACT OF INSTAGRAM CONTENT TOWARDS PURCHASE INTENTION IN FASHION BAG INDUSTRY. CASE STUDY: REYN.ID

• Main Author: Indina, Valencia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78812
• Institution: Institut Teknologi Bandung

ABSTRACT The increasing popularity of social media has opened a new opportunity for business to connect with customers. One of the most popular media that business used is Instagram. This platform has been beneficial for business especially among fashion brand. One of the local brand, REYN, as the case study in this research, using Instagram as their main marketing channel. REYN used Instagram as a tool to share their information through content. However, there is a big gap between the engagements of the Instagram content of REYN and the purchase intention. REYN has the total of 100,615 impressions and 79,919 reach from all of the 90 contents that have been posted. The average impressions and reach consecutively will be 1,118 and 887 per one post. On the other hand, there are 148 people in total from 90 contents that showing purchase intention. That means that the average of people that showing purchase intention is only 2 people per post. In this case, the type of purchase intention is like asking for further information about the bag. This indicates only 0.22% people that show purchase intention if we compare to the number of people that see REYN Instagram Contents. So this research intended to get a closer look at what kind of Instagram contents of REYN that have a significant effect on purchase intention. This research method is explanatory with a quantitative approach through an online questionnaire. After a literature review, the independent variable is Product Presentation Content, User-Generated Content, Aspirational Group Content, and Utilitarian Message Content with Purchase Intention as the dependent variable. The data that collected with non-probability sampling and will be analyzed by using multiple linear regression on SPSS. Before entering the analysis with multiple linear regression, the data of 40 respondent will be checked for its validity and reliability. There also a classical assumption test that conducted then after it passes all the requirement, it will proceed to MLR test. Based on this result, with 223 of female respondents with majority age between 18 – 30 years old and mainly college students, give a result that the Product Presentation Content, User-Generated Content, and Utilitarian Message content have a significant impact on purchase intention while Aspirational Group Content show no significant impact. The biggest factor that influences REYN customer's purchase intention is the Utilitarian Message Content.