Instagram Content Towards Customers' Purchase Intention for Start-up Culinary Company

DOI

10.2991/gcbme-16.2016.66How to use a DOI?

Keywords

Social media content; Instagram content; Purchase Intention

Abstract

Instagram is one of most popular social media platform used around the world. As one of marketing communication channel, Instagram becomes important to company because its existence to communicate company's product to customers. Kisse Cookies Sehat as a start-up culinary company focused in healthy cookies product also plan to maximize its performance by communicating its product in online, which is use Instagram. To optimize the Instagram marketing, the company must be able to create contents and drive the customer to share the company's content through their social networks. The aim of this research is to determine the suitable content of Instagram for star-up companies that will affect the customers purchase intention. The methods used in this research are collecting data from questionnaire that distributed to Instagram user, and analyzing using multiple regressions. Furthermore, the analysis found that the most influencing Instagram content toward customer purchase intention is Repost. Repost as content based on customer preferences must become consideration for start-up owner to improve its Instagram performance.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Oktaviani Br Sagala
AU  - Evy Rachmawati CH
PY  - 2016/08
DA  - 2016/08
TI  - Instagram Content Towards Customers' Purchase Intention for Start-up Culinary Company
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 371
EP  - 376
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.66
DO  - 10.2991/gcbme-16.2016.66
ID  - BrSagala2016/08
ER  -