Online Consumers’ Buying Behavior Perspective on Instagram Platform

DOI

10.2991/aebmr.k.200205.039How to use a DOI?

Keywords

celebrity endorser, information quality, viral marketing, trust, purchase decision

Abstract

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.

Copyright

© 2020, 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/).

Download article (PDF)

TY  - CONF
AU  - Yennida Parmariza
PY  - 2020
DA  - 2020/02/12
TI  - Online Consumers’ Buying Behavior Perspective on Instagram Platform
BT  - Proceedings of the 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  - 10.2991/aebmr.k.200205.039
ID  - Parmariza2020
ER  -