Instagram Content Towards Customers' Purchase Intention for Start-up Culinary Company
- 10.2991/gcbme-16.2016.66How to use a DOI?
- Social media content; Instagram content; Purchase Intention
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.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
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 - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship PB - Atlantis Press SP - 371 EP - 376 SN - 2352-5428 UR - https://doi.org/10.2991/gcbme-16.2016.66 DO - 10.2991/gcbme-16.2016.66 ID - BrSagala2016/08 ER -