Online Consumers’ Buying Behavior Perspective on Instagram Platform
Available Online 12 February 2020.
- https://doi.org/10.2991/aebmr.k.200205.039How to use a DOI?
- celebrity endorser, information quality, viral marketing, trust, purchase decision
- The study aims at analyzing the influence of Celebrity Endorser, Information Quality, Viral Marketing and Trust on Purchase Decision of @21onshop Instagram Account. Within the conduct of the study, the data that had been gathered were the primary data that had been attained by means of online questionnaire distribution from February until April 2019. The number of sample that had been involved was 195 people and these samples were selected by means of incidental sampling technique. Then, the researcher tested the data validity, the data reliability and the hypotheses within the study by means of Structural Equation Modelling in LISREL Program. The results of the study show that both Celebrity Endorser and Viral Marketing do not have significant influence on Purchase Decision over Instagram whereas both Information Quality and Consumer Trust have significant influence on Purchase Decision over Instagram.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Yennida Parmariza PY - 2020 DA - 2020/02/12 TI - Online Consumers’ Buying Behavior Perspective on Instagram Platform BT - 4th International Conference on Management, Economics and Business (ICMEB 2019) PB - Atlantis Press SP - 212 EP - 224 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200205.039 DO - https://doi.org/10.2991/aebmr.k.200205.039 ID - Parmariza2020 ER -