The impact of Instagram towards youth purchase intention
Faes Daniel Abdul Talib, Muhammad Farid Arsyad Sahril, Nurul Husna Abd Hamid, Sharina Osman
Universiti Kuala Lumpur
Abstract
Instagram is a popular photos and videos sharing mobile application. It allows the user to capture pictures and video for sharing through the application and other platforms such as Facebook and Twitter. The users can utilize Instagram for content-sharing such as news, products, business-sharing and so on. The main purpose of this study is to determine the impact of Instagram towards the youth purchase intention. The dependent variable of this research is youth purchase intention through Instagram; while the independent variables are trust, interactivity and informativeness. The data was collected through questionnaires via Google form. Approximately 114 respondents were participated in this study. Researcher employed reliability analysis to verify how close the measurement results met the objectives of this study. Whereas, multiple regression analysis used to identify which factor has the most influence on youth purchase intention through Instagram. The results reveal that trust and informativeness have a positive significant association with youth purchase intention through Instagram. However, there is no relationship between interactivity and purchase intention. The study also shows that informativeness is more influential than trust in terms of youth purchase intention through Instagram. This result will be benefit entrepreneurs in terms of considering the quality of the content of the information posted through their business Instagram so that this will increase the trust level of the users on their business.
Keywords: Instagram, Social Media, Purchase Intention, Youth, Trust, Interactivity, Informativeness
Topic: Technology and management on tourism