Study on Factors Affecting Purchase Intention of Indonesian Consumers on Instagram

Abstract

The purpose of this study is to test the hypotheses and provide empirical evidence on factors affecting the purchase intention of Indonesian consumers on Instagram. Based on the survey of 237 millennial respondents in Greater Jakarta, we examine how Celebrity Endorsement, Customers' Attitude towards Brand, and Instagram Stories Ads relate to Purchase Intention. The findings show that several factors have significant and positive effect on purchase intention. These factors are celebrity attractiveness, customers' attitude towards brand, credibility and interactiveness of Instagram advertising. This research contributes to the study of purchase intention on Instagram and provides insights for social media marketers.