The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee

Abstract

In the digital era, social media increasingly has an important role as a marketing tool that needs to be optimized to increase a company’s sales and profitability. Social media continues growing and is widely used by all levels of society to become the appropriate media to offer products or services. The research aimed to test and prove the effect of social media marketing using Instagram on purchase decision through brand awareness for Bulog products in Shopee. The research used 397 respondents through purposive sampling with criteria of Instagram users who made transactions of Bulog products in Shopee during the last eight months. Data were collected using a questionnaire and distributed online through Google Form. Then, data were analyzed by Structural Equation Modeling - Partial Least Square (SEM-PLS) with WarpPLS 7.0. The results find that social media marketing through Instagram significantly influences brand awareness. It impacts the purchasing decisions at Perum Bulog in Shopee. Brand awareness also significantly influences purchase decision and mediates the effect of social media marketing on the purchase decision. Hence, companies must make social media the main tool for marketing programs. It can improve marketing personnel’s competence and creativity in creating marketing content on social media.

Online Buying Intentions of Shopee Consumers: The Influence of Celebrity Endorsement, Social Media Marketing, and Brand Image

“…Social media marketing through Instagram is an excellent platform to exchange information with others. This makes it easier for consumers to share information related to a product offered and makes them feel happy exploring products through the platform (Simbolon et al, 2022). So it can be stated that the better the social media marketing of an online shopping application, the more it will increase the intention to buy online on the application.…”

“…Video technology is believed to be able to match consumers' expectations to shop online while still being able to observe the diversity of items or services supplied by digital video, indicating that the public has a greater intent to purchase digitally promoted things online (Auliarahman & Sumadi, 2020; Y. I. Putri, Pradana, Utami, Nugraha, & Karnovi, 2021;Simbolon, Nurcholifa, & Safarina, 2022). Roshan & Sudiksa (2019) said the product or service affects consumers' purchasing tendencies.…”

Determinant Factor Affecting Impulsive Buying Behavior of Fashion Products in E-Commerce

“…This is because sales promotion is considered a marketing activity with added value to increase the sales volume of a product (Wijaya and Setyawan, 2020). The act of shopping often evolves into a habitual practice, where consumers allocate a portion or the entirety of the financial resources in pursuit of the desired products (Simbolon, Nurcholifa and Safarina, 2022). Shopping has transformed into a lifestyle for many, signifying the willingness to make sacrifices to acquire the desired products (Gosal, Kenang and Tjahjono, 2022).…”

“…The feeling of obtaining a good deal or the fear of missing out on an opportunity can drive impulsive buying (Brata, Husani and Ali, 2017); (Ma'ruf, 2017) . According to (Rezeki et al, 2021) and (Simbolon, Nurcholifa and Safarina, 2022), continuous and intense promotions can interfere with rational consumer decisionmaking. Therefore, consumers may feel pressured, anxious, or trapped in a never-ending cycle of promotions, making impulsive buying decision without proper consideration.…”

Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)

“…Several studies on the effect of brand awareness on purchasing decisions show different results. According to [46], brand awareness has a significant effect on purchasing decisions. According to [1] and [42] states that brand awareness has a significant effect on purchasing decisions.…”