The Effectiveness of Photo-Sharing-Based Instagram Social Media in Influencing Consumer Purchase Intentions on the @manteracorner Instagram account
Most Indonesians use the internet to access social media in the form of platforms. One of them is Instagram social media. As for the strategy to expose a product through Instagram by sharing photo and video content. This study focuses on the effectiveness of photo-sharing-based Instagram social media in influencing consumer purchase intentions on the @manteracorner Instagram account and customer engagement as a mediating variable. The purpose of this study is to determine the influence of Instagram on consumer’s purchase intentions and those customer engagement variables can mediate between Instagram social media and consumer purchase intentions. In previous research, it has been found that there are differences in the findings of the Instagram social media variable on consumer purchase intentions, so that it became a reason for research to conduct this study. This study uses quantitative methods. Data were analyzed using mediating regression with SPSS 22 software. And using purposive sampling with a sample of 106 respondents. The results of the hypothesis in this study indicate that Instagram social media has a significant effect on consumer purchase intentions and customer engagement. And, customer’s engagement has insignificant results on consumer purchase intentions. The conclusion is that customer engagement does not mediate between Instagram social media and consumer purchase intentions.
Keywords: Instagram social media; Purchase intention; Customer engagement.
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