THE CONTRIBUTION OF EWOM IN INSTAGRAM TO THE PURCHASE INTENTION YEAR 2020-2021

Devi, Alusia Puspa Ayu (2021) THE CONTRIBUTION OF EWOM IN INSTAGRAM TO THE PURCHASE INTENTION YEAR 2020-2021. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The main purpose of this study is to know about the impact of information quality, information credibility, needs of information, attitude towards information, information usefulness, and information adoption to the purchase intention in Instagram of Dear Me Beauty product. This research uses SmartPLS as the software/program and SEM (Structural Equation Modelling) as the tool. The questionnaire is distributed to 125 respondents through online questionnaire form. The result of the study shows that 4 hypotheses are supported, but 3 of hypotheses are not supported. It is better for further researcher to get more respondents, so the result will be more significant. Lastly, the result of this research can help the seller to understand their customers, and how to make better information of their product that can influence or motivate future customers to purchase the product.

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