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Online Consumer Buying Behavior Perspective on Instagram
Yennida Parmariza

Universitas Mercu Buana


Abstract

This research aims to analyze the influence of celebrity endorser, information quality, viral marketing, and trust in purchasing decisions on Instagram accounts @ 21onshop. The data used in this study are primary data obtained from online questionnaire data in the period February 2019 to April 2019. This study used a sample of 195 samples determined based on the incidental sampling method by testing the validity, reliability and hypothesis testing using the application of Structural Equition Modeling (SEM) in the LISREL program.

Keywords: celebrity endorser, information quality; viral marketing; purchasing decisions

Topic: Consumer Behaviour

Link: https://ifory.id/abstract/fRWBY8rej7qg

Conference: The 4th International Conference On Management, Economics And Business (ICMEB 2019)

Plain Format | Corresponding Author (Yennida parmariza)

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