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Building purchase interest through Instagram content: analysis of @Mrocoffee account

With the increasing use of social media, businesses will leverage platforms such as Instagram to showcase their products to attract potential customers. It is important for businesses to understand how to create content on these platforms to influence consumer behavior. Although social media is wide...

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Main Authors: Prasetya, Wibawa, Bathesta, Yovi, Zahar, Hicksan, Harwinda, Alfilonia
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/24351/1/724_739%20765712557411PB.pdf
http://journalarticle.ukm.my/24351/
http://ejournal.ukm.my/ebangi/index
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spelling my-ukm.journal.243512024-10-17T14:24:01Z http://journalarticle.ukm.my/24351/ Building purchase interest through Instagram content: analysis of @Mrocoffee account Prasetya, Wibawa Bathesta, Yovi Zahar, Hicksan Harwinda, Alfilonia With the increasing use of social media, businesses will leverage platforms such as Instagram to showcase their products to attract potential customers. It is important for businesses to understand how to create content on these platforms to influence consumer behavior. Although social media is widely used for marketing purposes, the specific impact of content on purchasing interest and decision-making remains relatively underexplored, especially in the context of business Instagram accounts like @Mrocoffee. This study aims to explore the relationship between content posted on the Instagram account @Mrocoffee and purchasing interest and decision-making among its followers/customers. The research methodology used is a quantitative survey with subjects being followers/customers aged 17 who are customers and followers of Instagram @Mrocoffee. Sampling was conducted using purposive sampling from an unknown population size. A sample size of 68 was determined using the Lemeshow formula. The quantitative survey will measure variables related to Instagram content @Mrocoffee, purchasing interest, and decision-making. Data processing will use Smart PLS. The results indicate that visual appeal, storytelling, and interaction with followers through interactive content significantly influence purchasing interest and decision-making @Mrocoffee. Additionally, update frequency and message consistency also play a crucial role in maintaining customer interest and loyalty. Practical Recommendations: @Mrocoffee can leverage user-generated content and collaborate with influencers to enhance brand visibility and credibility. Academic Recommendations: Further research is needed to delve deeper into the aspects of content strategy on Instagram and its impact on consumer behavior across various industries. Penerbit Universiti Kebangsaan Malaysia 2024-07 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/24351/1/724_739%20765712557411PB.pdf Prasetya, Wibawa and Bathesta, Yovi and Zahar, Hicksan and Harwinda, Alfilonia (2024) Building purchase interest through Instagram content: analysis of @Mrocoffee account. e-Bangi Journal of Social Sciences and Humanities, 21 (3). pp. 724-739. ISSN 1823-884x http://ejournal.ukm.my/ebangi/index
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description With the increasing use of social media, businesses will leverage platforms such as Instagram to showcase their products to attract potential customers. It is important for businesses to understand how to create content on these platforms to influence consumer behavior. Although social media is widely used for marketing purposes, the specific impact of content on purchasing interest and decision-making remains relatively underexplored, especially in the context of business Instagram accounts like @Mrocoffee. This study aims to explore the relationship between content posted on the Instagram account @Mrocoffee and purchasing interest and decision-making among its followers/customers. The research methodology used is a quantitative survey with subjects being followers/customers aged 17 who are customers and followers of Instagram @Mrocoffee. Sampling was conducted using purposive sampling from an unknown population size. A sample size of 68 was determined using the Lemeshow formula. The quantitative survey will measure variables related to Instagram content @Mrocoffee, purchasing interest, and decision-making. Data processing will use Smart PLS. The results indicate that visual appeal, storytelling, and interaction with followers through interactive content significantly influence purchasing interest and decision-making @Mrocoffee. Additionally, update frequency and message consistency also play a crucial role in maintaining customer interest and loyalty. Practical Recommendations: @Mrocoffee can leverage user-generated content and collaborate with influencers to enhance brand visibility and credibility. Academic Recommendations: Further research is needed to delve deeper into the aspects of content strategy on Instagram and its impact on consumer behavior across various industries.
format Article
author Prasetya, Wibawa
Bathesta, Yovi
Zahar, Hicksan
Harwinda, Alfilonia
spellingShingle Prasetya, Wibawa
Bathesta, Yovi
Zahar, Hicksan
Harwinda, Alfilonia
Building purchase interest through Instagram content: analysis of @Mrocoffee account
author_facet Prasetya, Wibawa
Bathesta, Yovi
Zahar, Hicksan
Harwinda, Alfilonia
author_sort Prasetya, Wibawa
title Building purchase interest through Instagram content: analysis of @Mrocoffee account
title_short Building purchase interest through Instagram content: analysis of @Mrocoffee account
title_full Building purchase interest through Instagram content: analysis of @Mrocoffee account
title_fullStr Building purchase interest through Instagram content: analysis of @Mrocoffee account
title_full_unstemmed Building purchase interest through Instagram content: analysis of @Mrocoffee account
title_sort building purchase interest through instagram content: analysis of @mrocoffee account
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/24351/1/724_739%20765712557411PB.pdf
http://journalarticle.ukm.my/24351/
http://ejournal.ukm.my/ebangi/index
_version_ 1814049130435051520
score 13.211869

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