THE INFLUENCE OF EVENT PLANNER INSTAGRAM CONTENT TO CUSTOMER PURCHASE INTENTION. CASE STUDY OF “SEPERTI YANG DIIMPIKAN” EVENT PLANNER

• Main Author: Nida, Sofwatun
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80555
• Institution: Institut Teknologi Bandung

Social media become popular nowadays especially for a company to do marketing strategy. Big to small business doesn’t need huge investment and can generate market awareness. Instagram is one of popular social media, that allows users to shared photos or videos among users. What’s make instagram interesting is content itself. The content consist of message that want to be shared by the users. In this research we develop 4 hyphothesis of Instagram content that can influence customer purchase intention which are Product-Centric, User-Generated Content, Celebrity Endorsement, and Event-Highlight Video. In this research, we present quantitative data we got from online questionnaire that spread to 225 respondents. The research using non-probability sampling with respondent’s criteria are age 17-30 years old, live in Bandung and Jabodetabek, and active Instagram user. This research are based on case study from “Seperti Yang Diimpikan” Event Planner. Based on company report, we identify “Seperti Yang Diimpikan” event planner’s Instagram content and analyze the data that got from questionnaire which influence customer purchase intention. Our result reveals the hypothesis are acceptable. Then the result will drives conclusions and recommendations to improve the company's Instagram content which will increase customer purchase intention to the services offered by the company.