Anteseden Niat Beli pada Iklan Instagram untuk Produk Fashion dan Kecantikan
DOI:
https://doi.org/10.26593/jrsi.v12i2.5955.263-272Kata Kunci:
Instagram Ads, Flow Experience, Advertisement Value, Purchase intentionAbstrak
Tujuan penelitian ini adalah untuk menentukan hubungan antara variabel Informativeness, Credibility, Flow Experience, Perceived Value dan juga Advertisement Value, terhadap Purchase Intention pada iklan di Instagram untuk produk fashion dan kecantikan. Sampel terdiri dari dua ratus lima puluh orang yang tinggal di daerah Jakarta dan pernah melihat iklan produk fashion dan beauty di Instagram. Responden merupakan pengguna yang masih aktif dalam menggunakan media sosial Instagram paling tidak selama 3 bulan terakhir, responden untuk penelitian ini berusia 18-44 tahun dan memiliki minat untuk membeli produk fashion dan beauty. Data dari penelitian ini adalah data cross sectional. Hasil penelitian yang dilakukan ini menjelaskan bahwa variabel Informativeness dan variabel Credibility berpengaruh positif terhadap variabel Flow Experience, dan variabel Advertisement Value. Sedangkan meskipun variabel Flow Experience berpengaruh positif terhadap variabel Perceived Value, namun kedua variabel tersebut tidak berpengaruh positif terhadap variabel Purchase Intention. Hanya variabel Advertisement Value yang berpengaruh positif terhadap variabel Purchase Intention.
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