THE INFLUENCE OF VISUAL MERCHANDISING, CONTENT MARKETING, AUDIO, PRICE, AND PAYMENT IN INSTAGRAM ADVERTISEMENT TO PURCHASE INTENTION ON FASHION PRODUCTS

Abstract

In this modern era, social media is the main choice for people to find sources of information compared to other sites. One of the most popular social media in Indonesia with the most users is Instagram. This is an opportunity for companies or small and medium-sized businesses to be able to reach a wider market share through Instagram advertisement because Instagram advertisement can be used as a medium for doing business that can be one of the global marketing strategies that play important role in expanding market reach. Visual merchandising, content marketing, audio, price, and payment are 5 (five) factors used in this study. To obtain the required data, this study used 211 respondents with 30 statement items that had gone through the validation process. The analytical method used in this study is multiple linear regression using SPSS 25 for data processing. The findings of this study indicate that there is a partially significant effect between audio, price, and payment. and there is no significant effect between visual merchandising and content marketing on purchase intention. In addition, there is a significant simultaneous effect of visual merchandising, content marketing, audio, price, payment on consumer purchase intentions with an adjusted R square of 50.8%. The most significant values of all independent variables on the dependent variable are price and payment.