Factors Affecting Actual Purchases on Instagram: A Study of the Fashion Industry in Indonesia

Nadira Nadira, Harjanto Prabowo, Asnan Furinto, Ahmad Syamil

Abstract

Based on assessing factors affecting actual purchases on Instagram for the fashion industry, the research team proposes correlations of all variables to actual purchases in the fashion industry through Instagram with regard to millennial customers in Indonesia. This study helps the fashion industry reach source credibility with a positive attitude toward social media advertising. This will help attract the attention of customers, increase sales of the promoted products and actual purchases. A quantitative study was conducted on 510 respondent millennials. A descriptive survey was conducted to obtain a description of the object under study, and an explanatory survey was conducted to determine one variable with another using SmartPLS 3.0. The finding is that millennial customers feel very close to the preferred program after actual purchase of the product. Millennial customers also feel trust when source credibility promotes the product with attitude toward social media advertising. This research is expected to help the fashion industry increase actual purchases and develop knowledge in marketing and social media. The combination of the variables of attitude toward social media advertising, source credibility, and product-endorser fit for actual purchase and interdependence of these variables are a novelty in this study.

 

Keywords: actual purchase, Instagram, fashion industry.

 

DOI: https://doi.org/10.55463/hkjss.issn.1021-3619.61.47


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