A Review on Trust Factors Affecting purchase Intention on Instagram

Din, Salwa Mustafa; Ramli, Ramona; Bakar, Asmidar Abu

doi:10.1109/ains.2018.8631501

Cited by 12 publications

(10 citation statements)

References 6 publications

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“…This study was conducted in one of the biggest and experienced (more than 20 years) wetsuit (sportswear) manufacturer on the island of Bali (namely SeaGods) which relies on social media platforms to market and sell its products. Instagram was chosen as social media object not only because of its uniqueness and easy access feature (Din et al, 2018) but also is considered as the most effective marketing tool concerning young aged consumers (Djafarova & Bowes, 2020). A questionnaire with five-point Likert scales (ranged from 1 = strongly disagree to 5 = strongly agree) that consists of several items was distributed to 300 target respondents.…”

Section: Methodsmentioning

confidence: 99%

How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness

Ardiansyah

Sarwoko

2020

JEMA

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The important usage of social media as highly interactive platforms of communications is bound to change the way companies approach marketing. Many previous studies conclude that social media has proven to be a key factor in creating brand awareness. Thus, a higher level of awareness will affect consumers' decisions positively. However, few studies focus on the role of brand awareness as a mediation construct in affecting purchase decisions. Therefore, this study aims to explore the mediation role of brand awareness on the relationship between social media marketing and purchase decisions. The study conducted is quantitative research based on a survey approach. Purposive sampling and ordinary least square regression were used as sampling techniques and data analysis. The study revealed that social media marketing has a positive and significant influence on both brand awareness and purchase decisions. Unfortunately, this study failed to prove the direct and indirect effect of brand awareness on purchase decisions. The nature of wetsuit (sportswear) that can be categorized as a high involvement product was considered as the main reason for the insignificancy effect of brand awareness on purchase decision and the mediation role of brand awareness. In the case of high involvement products, consumers tend to be rational so that they were required more time and effort to evaluate specific product performances and characteristics.

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Section: Methodsmentioning

confidence: 99%

How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness

Ardiansyah

Sarwoko

2020

JEMA

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“…According to Hajili (2014), trust in social networking sites is even a key predictor of purchase, mainly because social media platforms help sellers connect more directly with their consumers, leading to increased trust and intention to buy. Remarkably, investigations that go into factors that induce trust on Instagram are scarce (Din et al, 2018). When consumers perceive a lack of trust within online retail environments, they are not willing to purchase (Broeder, 2020), Thus, trust and purchase intention are positively linked with each other, indicating that when consumers trust the seller, they are more willing to buy their products (Che et al, 2017).…”

Section: Consumers' Trust and Uncertainty Avoidancementioning

confidence: 99%

The Impact of Product Tagging on Trust and Purchase Intention: A cross-cultural perspective in visual e-commerce

Broeder

Schouten

2022

CBR

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The present study aims to examine the opportunity of in-app shopping, more specifically, analyzing the influence of product tags and cultural background on consumers’ trust and purchase intention. For this purpose, a comparison was made between European and South American female consumers from two cultures: the Netherlands and Paraguay. A total of 225 subjects, 143 from the Dutch background and 82 from the Paraguayan background, participated in an experimental survey where they judged an Instagram product page (product tag: present vs. absent). The analysis of the results revealed that the Paraguayans had higher purchase intentions than the Dutch. Additionally, the presence of a text appeal in the visual product presentation had a direct positive effect on consumers’ purchase intentions and perceived trust in the shopping environment, for both the Dutch and Paraguayan cultural groups. In virtual web shops, perceiving trust is a decisive point for purchase intentions. This study contributes to the fast-growing investigations on social media effectiveness and visual marketing as an informative and persuasive tool. The findings pinpoint the synergic value of visual and textual cues of product presentation online in the atmospheric trust of in-app shopping.

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“…Beberapa penelitian sebelumnya mengatakan bahwa ada hubungan yang positif antara komentar dengan niat pembelian [8], [9]. Menurut [8] keakraban, kehadiran sosial, kepercayaan, dan pencarian informasi melalui s-commerce memiliki pengaruh positif langsung pada niat pembelian.…”

Section: Pendahuluanunclassified

“…Akun toko ditentukan berdasarkan hasil pencarian produk menggunakan hahstag nama kategori produk. hashtag adalah tagar yang dapat ditambahkan pada keterangan atau komentar di pos Instagram, pos yang menggunakan tagar akan terlihat pada halaman tagar dan jika diklik oleh pengguna akan mengarah ke posting, gambar atau komentar serupa yang terkait dengan produk, layanan atau bahkan merk [9]. Akun toko Instagram yang dipilih adalah akun yang tidak dikunci dan memiliki jumlah followers minimal 50.000 dan jumlah posting-an minimal 20.…”

Section: Metode Penelitianunclassified

Analisis Komentar Potensial pada Social Commerce Instagram Menggunakan TF-IDF

Musyarofah¹,

Utami²,

Raharjo³

2020

eksplora

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Komentar di Instagram sangat berharga, informatif dan sangat membantu. Bagi penjual komentar adalah fitur yang menunjukkan respons pengguna Instagram terhadap produk yang ditawarkan, dan melalui fitur komentar penjual dapat menemukan pelanggan yang potensial. Manfaat tersebut diperoleh apabila penjual melakukan analisis pada komentar di toko Instagram-nya. Sangat dimungkinkan untuk menganalisis secara manual apabila data komentar pada tokonya berjumlah sedikit namun apabila komentar yang dimiliki banyak maka akan lebih cepat apabila menggunakan sistem. Banyaknya spam dapat mengganggu informasi yang ada pada komentar, sehingga tidak menjamin banyaknya komentar pada sebuah posting-an maka banyak pula yang ingin membeli produk tersebut. Oleh karena itu dibutuhkan sistem yang bisa memfilter komentar agar penjual dapat menemukan pelanggan yang tepat untuk produknya. Penelitian ini menggunakan algoritma TF-IDF untuk mengklasifikasikan komentar ke dalam 2 kelas (potensial dan tidak potensial) dan memperoleh akurasi sebesar 80%, presisi 0,76 dan recall 0,94. Berdasarkan hasil penelitian pada 294 komentar, 27% di antaranya adalah komentar tidak potensial. Kata yang menunjukkan minat beli seseorang adalah “berapa”, ”kak”, ”ada”, dan ”tidak”, sedangkan kata dominan pada komentar tidak potensial adalah kata “mention” yang menunjukkan aktivitas mention.

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A Review on Trust Factors Affecting purchase Intention on Instagram

Cited by 12 publications

References 6 publications

How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness

How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness

The Impact of Product Tagging on Trust and Purchase Intention: A cross-cultural perspective in visual e-commerce

Analisis Komentar Potensial pada Social Commerce Instagram Menggunakan TF-IDF

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