PENGARUH IKLAN DIMEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI MASYARAKAT MELALUI E-COMMERCE
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Abstract
In line with the development of Instagram usage as social media, many companies advertise their offerings through Instagram to build consumers’ purchase intention through e-commerce. A conceptual model which determine the impact of various advertising content factors such as informativeness, entertaintment, credibility, interactivity and privacy concerns on attitude of millennials and gen-Z towards social media advertising. This research aims to explore and identify the factors on Instagram ads that significantly influence purchase intention on e-commerce. Mixed-methods areconducted through interviews, focus group discussion, literature review, and survey. The findings show that promotion, image, and information on Instagram significantly influence purchase intention through e-commerce. The e-commerce companies couldbenefit from the research findings to optimize their marketing communicationand increase the e-commerce transaction.
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References
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