THE INFLUENCE OF INSTAGRAM ADVERTISING ON CONSUMERS’ ATTITUDES TOWARDS PURCHASE INTENTION THE CASE OF BERRYBENKA ADVERTISING ON INSTAGRAM

Abstract

Purpose The purpose of this research is to find out the influence of advertising on Instagram on consumer’s attitudes towards purchase intention. Design/Methodology/Approach In current research, the author conducted quantitative research with online questionnaire. This research used three variables which are Instagram advertising, attitudes, and purchase intention. This survey was using Likert scales questionnaire (1 – 7; Strongly Disagree – Strongly Agree) to collect data which was spread to 303 respondents using convenience sampling method in JABODETABEK area. Data analysis has been done using validity and reliability tests, then structural equation modeling analysis is performed to test the hypotheses. Findings There are significant influence between entertainment and economy toward attitudes. There is also significant influence between attitudes towards purchase intention. Meanwhile for information and value have no significant influence on attitudes. Originality/Value The author believes that current study regarding the influence of Berrybenka’s advertising on Instagram on consumer’s attitudes towards purchase intention has not been done before.