eprintid: 9447
rev_number: 13
eprint_status: archive
userid: 2098
dir: disk0/00/00/94/47
datestamp: 2024-09-26 03:09:38
lastmod: 2024-09-26 03:09:38
status_changed: 2024-09-26 03:09:38
type: article
metadata_visibility: show
contact_email: repository@staff.ukdw.ac.id
creators_name: , Singgih Santoso
creators_id: 0510046401
title: RELATIONSHIP BETWEEN UTILITY, ENTERTAINMENT, SOCIALIZATION AND SATISFACTION TO BRAND ATTITUDE AND PURCHASE INTENTION IN INSTAGRAM IN INDONESIA
ispublished: pub
subjects: HF
divisions: fak_bisnis
full_text_status: public
keywords: Utility, Entertainment, Socialization, Satisfaction, Brand Attitude, Purchase Intention
abstract: Instagram, fastest-growing social networks, has shifted to become not just a place for social interaction, but has become a marketing instrument that continues to grow, along with the continuous addition of new features to Instagram for business use. Instagram also is a platform which are extensively applied by brands to promote their products. This study wants to test whether there are a relationship between Utility, Entertainment and Socialization to Instagram Satisfaction when someone uses Instagram, and then relationship between Instagram Satisfaction, Brand Attitude and their Purchase Intention behavior. The research design to conduct was survey using a questionnaire. The sampling technique used is purposive sampling, and research model in structural equation modeling with data analysis using AMOS software. Result showed that Instagram user satisfaction is influenced by the social needs of other users and enjoying entertainment on Instagram. This satisfaction will have an impact on a positive attitude towards the company's brand that promotes its products on Instagram, and in the end a positive attitude towards the brand will encourage purchase intentions for existing brands.
date: 2024-03-01
publication: JOURNAL OF QUALITY ACCESS TO SUCCESS
volume: 25
number: 200
publisher: Romanian Society for Quality Assurance
pagerange: 265-273
id_number: doi:10.47750/QAS/25.200.27
refereed: TRUE
issn: 1582-2559
official_url: https://www.calitatea.ro/EN/ViewIssue.aspx
funders: singgih.santoso@gmail.com
citation:   Singgih Santoso  (2024) RELATIONSHIP BETWEEN UTILITY, ENTERTAINMENT, SOCIALIZATION AND SATISFACTION TO BRAND ATTITUDE AND PURCHASE INTENTION IN INSTAGRAM IN INDONESIA.  JOURNAL OF QUALITY ACCESS TO SUCCESS, 25 (200).  pp. 265-273.  ISSN 1582-2559     
document_url: https://katalog.ukdw.ac.id/9447/1/Relationship%20between%20Utility%2C%20Entertainment%2C%20Socialization%20and%20Satisfaction.pdf