The Influence of Instagram, Brand Image, and Price on Online Purchase Decisions

Khoirun Nisa Bahri; Rita Komaladewi

doi:10.32535/apjme.v6i1.1654

The Influence of Instagram, Brand Image, and Price on Online Purchase Decisions

Khoirun Nisa Bahri, Rita Komaladewi

Abstract

This paper aimed to examine the impact of social media Instagram, brand image, and price on online purchasing decisions on SME customers. The sample size in this study was 100 respondents from Atthahirah Clothing's customers. Structural Equational Modeling (SEM) with SmartPLS 3.0 program was used as the analysis technique. The results show that the use of Instagram has no significant effect on online purchasing decision, also consumers do not consider brand image when they make online purchasing decisions. Meanwhile, price positively affects online purchasing decisions. In conclusion, the biggest motivation for Atthahirah consumers in making online purchasing decisions is price. Therefore, pricing is important in determining online purchasing decisions for hijab fashion SMEs consumers.

Full Text:

PDF

References

Alfred, O. (2013). Influences of Price and quality on consumer purchase of mobile phone in the Kumasi Metropolis in Ghana a Comparative Study. European Journal of Business and Management, 5(1), 179â€“98.

Andrade, E. B. (2000). Identifying discriminating variables of online and offline buyers: A perceived-risk approach. Retrieved from https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1653&context=amcis2000

Arianty, N., & Siregar, M. A. G. (2021). Benefits of using social media and product quality to consumer buying interest in MSME Products in Griya Martubung Large Village Medan Labuhan District During the Covid-19 Pandemic. Journal of International Conference Proceedings, 4(2), 207-216. doi: 10.32535/jicp.v4i2.1244

Bahri, K. N., Baswarani, D. T., & Santika. (2022). Customer relationship management, brand image, social media instagram, dan efeknya terhadap keputusan pembelian produk jasa ALC Indonesia. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 5(4), 1647â€“1665.

Cohen, E., & Cohen, S. A. (2012). Current sociological theories and issues in tourism. Annals of Tourism Research, 39(4), 2177â€“2202.

Douglas, M. (2013). Risk and acceptability. Oxfordshire: Routledge.

Hamel, G., & Prahalad, C. K. (1993). Strategy as stretch and leverage. Harvard Business Review, 71(2), 75â€“84.

Kementerian Perindustrian Republik Indonesia. (2019). Industri manufaktur berperan penting genjot investasi dan ekspor. Retrieved from https://kemenperin.go.id/artikel/20091/Industri-Manufaktur-Berperan-Penting-Genjot-Investasi-dan-Ekspor-

Kensei, Z., & Todd, S. (2003). The use of price in the purchase decision. Journal of Empirical Generalisations in Marketing Science, 8(1), 1-22.

Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). New Jersey: Pearson Prentice Hall.

Leksono, R. B., & Herwin. (2017). Pengaruh harga dan promosi Grab terhadap brand image yang mempengaruhi keputusan pembelian konsumen pengguna transportasi berbasis online. Jurnal Riset Manajemen dan Bisnis, 2(3), 381-390. doi: 10.36226/jrmb.v2i3.72

Lempert, P. (2006). Caught in the web. Progressive Grocer, 85(12), 15â€“28.

Lubis, A. A. (2018). Pengaruh harga dan kualitas produk terhadap keputusan pembelian surat kabar pada PT. Suara Barisan Hijau Harian Orbit Medan. Jurnal Ilmiah Manajemen dan Bisnis, 16(2), 1-11. doi: 10.30596/jimb.v16i2.949

Mahmud, N. H., & GarcÃa-Medina, I. (2018). Vodafone: The Relationship between brand image and online marketing strategies. IROCAMM: International Review of Communication and Marketing Mix, 1, 7-31.

Rachmawati, E., Juminawati, S., Akbar, I., Bahri, K. N., & Cakranegara, P. A. (2018). The importance of understanding the application of marketing strategy for household MSME products on social media networks. International Journal of Business, Economics & Management, 5(1), 76-85. doi: 10.21744/ijbem.v5n1.1880

Savitri, I. A. P. D., & Wardana, I. M. (2018). Pengaruh citra merek, kualitas produk dan persepsi harga terhadap kepuasan dan niat beli ulang. E-Jurnal Manajemen Universitas Udayana, 7(10), 5748-. 5782

Kanuk, L. L. (2004). Perilaku konsumen. Jakarta: Rajawali Press.

Sitinjak, T., & Tumpal, J. R. S. (2005). Pengaruh citra merek dan sikap merek terhadap ekuitas merek. Jurnal Ekonomi Perusahaan, 12(2), 166â€“82.

Solis, B., & Webber, A. (2012). The rise of digital influence. San Francisco: Altimeter Group.

SvatosovÃ¡, V. (2013). Motivation of online buyer behavior. Journal of Competitiveness, 5(3), 14-30. doi: 10.7441/joc.2013.03.02

DOI: https://doi.org/10.32535/apjme.v6i1.1654