Milenial Intention on Social Media

Abstract

The purpose of this study is to measure how much influence social media Instagram and consumer confidence in millennial purchase interest. The variables of this research are Instagram social media (X1), consumer trust (X2) and millennial purchase interest (Y). The method used in this study is a quantitative research method with an associative approach, by distributing 200 online questionnaires to millennials of productive age. The analysis technique used to test the hypothesis in this study is the path analysis. Hypothesis test results show intagram social media and consumer trust have a significant influence on millennial buying interest and mediation hypothesis testing results show that consumer confidence variables mediate Instagram social media on millennial buying interest. Conclusion, consumer confidence in an online fashion store will certainly affect the buying interest.
 Keywords: Instagram, Consumer Trust, Social Media, Millennials, Purchase Interest

Pelatihan Digital Marketing Berbasis Instagram Di CV Kurnia Barokah Jepara

“…Menurut penelitian (Curvelo et al, 2019;Dewi et al, 2016;Jiang et al, 2019;Liu et al, 2019;Rosdiana et al, 2019) media sosial dijadikan alternatif untuk meningkatkan minat beli konsumen. Salah satunya dengan penggunaan Instagram (Kasih, Ramdan, & Samsudin, 2020).…”