BRAND IMAGE IN INFLUENCING INSTAGRAM SHOPPING INTENTION OF NOTEBOOK PRODUCT: THE CASE OF KUTULIS KATA

• Main Author: Triannisa, Shifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80517
• Institution: Institut Teknologi Bandung

In Indonesia, nowadays people are often looking for online shopping accounts on Instagram. Instagram has become the most popular social media in a worldwide. Its function is partially changed into marketing purposes for most business. In addition, mostly Indonesia’s local brand is used Instagram as their media to introduce and sell the product, and Instagram is become the conventional media to find an online shopping account. Kutulis Kata as the case study in this research, use Instagram as their marketing channel and selling platform. Social media has been used as a primary tool for marketing activities. Through social media, a brand also can build their brand image. The brand image will give the first impression about a brand in the consumer perception. The aim of this research is to know how far the brand image can influence intention toward online shopping through Instagram of notebook product. Surveys are conducted using a five-point Likert scale and the questionnaire distributed to the Instagram followers of Kutulis Kata, and 250 respondents were collected. Simple linear regression and correlation analysis are used to see the influence between brand image and online shopping intention. The result, in this case, indicated that online shopping intention is affected 37.1% of the customer by its brand image. This research will be helpful for notebook enterprise in considering their branding strategy on Instagram by building the brand image.