RELATIONSHIP BETWEEN UTILITY, ENTERTAINMENT, SOCIALIZATION AND SATISFACTION TO BRAND ATTITUDE AND PURCHASE INTENTION IN INSTAGRAM IN INDONESIA

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

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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.

Item Type:	Article
Uncontrolled Keywords:	Utility, Entertainment, Socialization, Satisfaction, Brand Attitude, Purchase Intention
Subjects:	H Ilmu Sosial > HF Perdagangan
Divisions:	Fakultas Bisnis
Depositing User:	Beatrix Stefany
Date Deposited:	26 Sep 2024 03:09
Last Modified:	26 Sep 2024 03:09
URI:	http://katalog.ukdw.ac.id/id/eprint/9447

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