INSTAGRAM INFLUENCERS AS DETERMINANT OF CONSUMER PURCHASE INTENTION TOWARDS FASHION PRODUCTS IN JAKARTA, INDONESIA / YOSHE HILALI ALODIA.
Material type:
TextPublication details: Kuala Lumpur : Asia Pacific University, 2020Description: 92 pages : illustrations ; 30 cmSubject(s): Online social networks in business | Internet marketing | Social media -- InfluenceLOC classification: PG-23-0183Online resources: Available in APres - Requires login to view full text. Dissertation note: A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology and Innovation for the degree of B.A (Hons) in Business Management with specialism in E-Business (UC3F1911BM(EB)). Summary: The general objective of this study is to determine the effect of perceived originality, perceived uniqueness, and source credibility of the account owned by Instagram influencers on consumers’ purchase intention in fashion products in Jakarta, Indonesia. A questionnaire survey was administered to people who are in the age of 18-34 in Jakarta, Indonesia. Descriptive, correlation and regression analysis by SPSS statistic were used to analyse the data and test the hypotheses that perceived originality, perceived uniqueness, and source credibility of Instagram influencers determine the purchase intention in fashion products. The relationships between variables were found supported by the data. The research found that perceived originality and source credibility have significant and positive relationship on purchase intention of purchase products in Instagram. While, perceived originality is the best predictor of purchase intention among respondents of this research. The study is specifically useful for Instagram influencers by identifying which characteristics that they should show in order to gain intention to purchase among people who are aged 18-34.
| Item type | Current library | Collection | Call number | Copy number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|---|
Reference
|
APU Library Reference Collection | Undergraduate Theses | PG-23-0183 (Browse shelf (Opens below)) | 1 | Not for loan (Restricted access) | Available in APres | 00018761 |
Browsing APU Library shelves, Shelving location: Reference Collection, Collection: Undergraduate Theses Close shelf browser (Hides shelf browser)
A project submitted in partial fulfilment of the requirements of Asia Pacific University of Technology and Innovation for the degree of B.A (Hons) in Business Management with specialism in E-Business (UC3F1911BM(EB)).
The general objective of this study is to determine the effect of perceived originality, perceived uniqueness, and source credibility of the account owned by Instagram influencers on consumers’ purchase intention in fashion products in Jakarta, Indonesia. A questionnaire survey was administered to people who are in the age of 18-34 in Jakarta, Indonesia. Descriptive, correlation and regression analysis by SPSS statistic were used to analyse the data and test the hypotheses that perceived originality, perceived uniqueness, and source credibility of Instagram influencers determine the purchase intention in fashion products. The relationships between variables were found supported by the data. The research found that perceived originality and source credibility have significant and positive relationship on purchase intention of purchase products in Instagram. While, perceived originality is the best predictor of purchase intention among respondents of this research. The study is specifically useful for Instagram influencers by identifying which characteristics that they should show in order to gain intention to purchase among people who are aged 18-34.
There are no comments on this title.