Millenials' Online Shopping Intentions Of Products In Advertising On Instagram

Pramono, Dwi Sigit (2021) Millenials' Online Shopping Intentions Of Products In Advertising On Instagram. In: The Third International Conference on Religious and Cultural Sciences (INCRECS 3), 9 December 2021, Malang. (In Press)

	PDF (Abstrak) Abstrak Dwi Sigit P.pdf Download (15kB)
	PDF (LoA) Dwi Sigit Pramono, S.M._LOA INCRECS.pdf Download (203kB)
	PDF Sertifikat Presenter INCRECS 3 - Dwi Sigit Pramono, S.M..pdf Download (287kB)

Abstract

Currently global era has entered an era called the industrial revolution 4.0 along with increasingly rapid technological developments as well as the internet. As a result, people's lifestyles are also changing. The growth of interactive digital technology has affected almost every aspect of daily life from communicating, working, studying, shopping, entertainment and so on. Including the business company also take advantage of this technological development. They have entered Instagram as a medium to market their products the right target. One of the targets is the millennial generation, which currently dominates the population in Indonesia. Millennials has characteristics of fast learning, technology literate and wants everything to be instant, including online shopping through Instagram, it is no longer a new thing for millennials. The purpose of this study was to determine the effect of attitudes, subjective norms, perceived behavioral control, trust, and eWOM on the millennial generation's intention in online shopping through Instagram. This research uses primary data taken from a questionnaire. The respondents are 115 respondents who are millennial generations of active as Instagram users and have purchased products advertised through Instagram. The sampling technique is non-probability sampling. This study uses a quantitative approach with the method of Structural Equation Modeling (SEM). SEM analysis using the AMOS 22 program. The results show that attitudes, trust and eWOM have a positive effect on millennial intention in online shopping through Instagram. Meanwhile, subjective norms and perceived behavioral control do not affect millennial intention in online shopping through Instagram.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	media sosial, TPB, kepercayaan, eWOM, Instagram, minat beli, milenia
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Dwi Sigit Pramono
Date Deposited:	11 Jan 2022 03:14
Last Modified:	11 Jan 2022 06:09
URI:	http://repository.ubaya.ac.id/id/eprint/40949

Actions (login required)

View Item