International Journal of Management Research and Economics
Vol. 1 No. 4 (2023): November : International Journal of Management Research and Economics

Influence Of Instagram Advertising On Millenial Purchase Intention

PA. Andiena Nindya Putri (ITB stikom Bali)
Mutiara Shifa (Universitas Teuku Umar)
I Nyoman Tri Sutaguna (Universitas Udayana)
Slamet Maryoso (Universitas Bina Sarana Informatika)
Arief Yanto Rukmana (Sekolah Tinggi Ilmu Ekonomi STAN IM)

Article Info

Publish Date
18 Sep 2023

Abstract

The study aims to analyze the factors that influence the effectiveness of advertising on Instagram and its impact on the buying interests of the Millennial Generation. The factors used are: Credibility, Value, Informative, Emotion, and Entertainment. The analysis was carried out using confirmatory factor analysis based on data collected through cousions adopted from previous research. Data was then analyzed using the SmartPLS statistical program. Significant influences were found on the credibility, informative, emotion, and social media advertising factors. The results of this research can be useful for entrepreneurs who will do advertising on Instagram and also be a reference for students who take digital marketing or consumer behavior courses.

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Journal Info
International Journal of Management Research and Economics
Website

Abbrev

Ijmre

Publisher

INSTITUT TEKNOLOGI DAN BISNIS SEMARANG

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

E-business, Knowledge Management, Management Accounting, Management Control System, Management Information System, International Business, Economics, Business Economics, Business Ethics and Sustainable, and ...