Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

Instagram Content Towards Customers' Purchase Intention for Start-up Culinary Company

Authors
Oktaviani Br Sagala, Evy Rachmawati CH
Corresponding Author
Oktaviani Br Sagala
Available Online August 2016.
DOI
https://doi.org/10.2991/gcbme-16.2016.66How to use a DOI?
Keywords
Social media content; Instagram content; Purchase Intention
Abstract
Instagram is one of most popular social media platform used around the world. As one of marketing communication channel, Instagram becomes important to company because its existence to communicate company's product to customers. Kisse Cookies Sehat as a start-up culinary company focused in healthy cookies product also plan to maximize its performance by communicating its product in online, which is use Instagram. To optimize the Instagram marketing, the company must be able to create contents and drive the customer to share the company's content through their social networks. The aim of this research is to determine the suitable content of Instagram for star-up companies that will affect the customers purchase intention. The methods used in this research are collecting data from questionnaire that distributed to Instagram user, and analyzing using multiple regressions. Furthermore, the analysis found that the most influencing Instagram content toward customer purchase intention is Repost. Repost as content based on customer preferences must become consideration for start-up owner to improve its Instagram performance.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2016 Global Conference on Business, Management and Entrepreneurship
Part of series
Advances in Economics, Business and Management Research
Publication Date
August 2016
ISBN
978-94-6252-268-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/gcbme-16.2016.66How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Oktaviani Br Sagala
AU  - Evy Rachmawati CH
PY  - 2016/08
DA  - 2016/08
TI  - Instagram Content Towards Customers' Purchase Intention for Start-up Culinary Company
BT  - 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.66
DO  - https://doi.org/10.2991/gcbme-16.2016.66
ID  - BrSagala2016/08
ER  -