THE EFFECTS OF INSTA STORIES MESSAGE STRATEGIES ON PURCHASE INTENTION AT MULTI-BRANDS FASHION RETAIL STORE IN MAKASSAR

• Main Author: Alfasha, Rakil
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80493
• Institution: Institut Teknologi Bandung

In recent years, social media has become increasingly popular as a business and communication tool. Businesses are recognizing the importance of social media as a way to engage with consumers on a more personal level while being able to implement marketing techniques and further to increase purchase intent. One of the influential channels in social media marketing is Instagram, a mobile app that allows users to capture and share images and videos with followers. Due to its simplicity and popularity, Instagram had 800 million monthly active users, 500 million daily active users, and 2 million advertisers. As a largely visual social media tool, Instagram allows businesses to reach consumers and strengthen its business in new ways. Instagram have 18 features and one of it is Instagram Stories. Instagram stories is a feature that lets users post photos and videos that vanish after 24 hours. Once Instagram launched Stories in August 2016, the feature spread like wildfire. As of November 2017, Instagram Stories topped 300 million daily users. This has caught the business attention to use Instagram stories as one of their marketing tool, in purpose to attract their customer’s purchase intention. According to Instagram data, Instagram stories have an impact on purchase intention based on several success stories of businesses that using this feature as their marketing tool. By doing this research, the author wants to explore if Instagram stories have an effect on customer purchase intention in a multi-brands fashion retail store in Makassar. The author tried to explore whether Instagram Stories have significant relationship with purchase intention, in this case the message strategies that will used in Instagram Stories. A quantitative questionnaire of 204 potential customer in Makassar was conducted from May to June 2018 to explore the relationship between independent and dependent variable. The author used Single linear regression to analyze the relationship between independent and dependent variable in this study The result of this research shows that message strategies have a significant and positive relationship with purchase intention in multi-brands fashion retail store in Makassar. From the descriptive analysis, it can be concluded that potential customer was strongly agree if emotional appeal, comparative and user image are essential to Instagram Stories message strategies