The Effect of Informativeness, Photo Colour, Visual Aesthetic, and Social Presence towards Customer Purchase Intention on Glory of fats Instagram

Nico Salim, Dr. Ronald and Dr. Amelia
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Nico Salim: Economic and Business School, Magister of Management, Pelita Harapan University, Surabaya, Indonesia.
Dr. Ronald: Pelita Harapan University, Surabaya, Indonesia.
Dr. Amelia: Pelita Harapan University, Surabaya, Indonesia.

International Journal of Science and Business, 2023, vol. 18, issue 1, 96-107

Abstract: In the era of social media that has been grow rapidly in the past few years bring a huge impact for everyone and businesses. Businesses must adapt in the changing method of promoting their brand and product through social media to increase Customer Purchase Intention by posting a photo content on their social media account. Product photo plays an important role to increase customer purchase intention nowadays, because it could help the customers to create visualization about the actual product. The purpose of this research study is to find out the effect of Informativeness, Photo Colour, Visual Aesthetic, and Social Presence towards Customer Purchase Intention. The data was being collected by distributing a questionnaire to 100 respondents which consist of male and female, ever visits Glory of Fats Instagram account, and ever purchase the products. The data being analyzed using Structural Equation Model (SEM) and with AMOS 22.0 software. The empirical findings indicated that there is a positive significant influence towards Customer Purchase Intention variables are Informativeness (H1) with the C.R. Value of 4,795; Photo Colour (H2) with the C.R. Value of 4,343; Visual Aesthetic (H3) with the C.R. Value of 4,599; Social Presence (H4) with the C.R. Value of 4,568.

Keywords: : Informativeness; Photo Colour; Visual Aesthetic; Social Presence; Customer Purchase Intention. (search for similar items in EconPapers)
Date: 2023
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