Instagram Effect On Purchase Intention To Buy In Restaurant
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 11
Abstract
The use of social media Instagram has emerged as a new lifestyle in Indonesia in recent years. This study aims to analyze the behavior of consumers who use social media in the process of finding information, preferences and purchasing decisions for a restaurant in Indonesia. The scope of this study is Instagram social media users in Indonesia with a range of users aged 17-34 years. Data obtained from 269 respondents were selected based on their suitability with the research objectives. The analysis process uses SmartPLS software to determine the effect of whether or not the variables used are significant.The research was conducted using an online questionnaire distributed through social media such as Whatsapp, Line, Instagram, and Facebook by researchers. The time of the study was conducted from January to March 2018. The results of this study indicate that there is a positive relationship between restaurant information search through Instagram on the purchase intention of a consumer directly without offending the brand image.The factor of taste, price, and atmosphere of the restaurant can be used as a benchmark that a restaurant does not always have to have a good place because the main factors that make consumers buy are taste and price.
Authors and Affiliations
Ramdhan Abdul Ghifari, Lilik Noor Yuliati, Siti Amanah
Keywords
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