The Influence of Instagram Ads and Consumer Lifestyle on Purchase Decisions, By Mediation Buying Interest in Online Shopping Grocery
Aditya Utomo
Mahasiswa (Pascasarjana Magister Ilmu Komunikasi Universitas Indonesia)
Indonesia
Abstract
Grocery shopping has been regarded as stressful an as a chore that most peoples engage it daily. But consumer uptake on the online grocery service has been slower than anticipated. There were some aspects and factors that need to be looked into by the online grocer in order for them to take the opportunity of the undeserved online grocery shopping. One of them is through by advertising in Instagram and sees the consumer lifestyles. This paper aims to analyze the influence of Instagram advertising and consumer lifestyle toward purchasing decision in online shopping grocery mediation by buying interest. Focusing on the role of advertising Instagram and lifestyle in enhancing consumer purchasing behavior, the research was set in the context of online grocery shopping. The respondents consisted of working women with higher online purchase behavior and active in Instagram in Jakarta area, Indonesia. A quantitative cross sectional survey method was adopted, with path analysis to analyze the collected data. The findings of this study revealed that Instagram advertising and lifestyle were positively and significantly related to consumer purchasing decision. The online grocers can use the findings of this study to understand and take the opportunity of this interesting online market.
Keywords: Online Grocery shooping, Instagram Ads, Buying Purchase Decision, Consumer Lifestyle, Buying Intention, Social Media Ads
Topic: What are the topics?