GRES KURNIA
041614353026
Supervisor
Sony Kusumasondjaja, M.Com.,Ph.D.

ABSTRACT

This Research Focuss on Fave Indonesia as one of the start-up compans that is the went to the Surabaya market for around a year and got a big pressure from the internal of the company and competitors. Online Marketing Through Instagram is the only method used by fave Surabaya. This research was conducted to meet the quality of information of Instagram content that can both support the emergence of trust, perceived value, and intention to buy a fave e-voucher. In addition, it is also provides input on how to manage quality content that has an impact on the sustainability of the company in the future.
This study used the theory of Technology Acceptance Model (TAM). Data retrieval Did by using a Five-Point Likert Scale Questionnaire then Analyced by Structural Equation Modeling (SEM) Statistical Techniques that operated using the amos 20 programs.
The respondents in this study were people who lived in Surabaya, had instagram accounts, were at least 17 years old, and without buying experience of fave e-voucher. The questionnaire was distributed to 230 respondents, but the data only be purchased from 218 people. Hypothesis results indicate that the quality of content affects perceived and perceived value, that trust is not affects consumers' perceived value, that trust is affects purchase intention, and intention to buy determined by perceived value.

Keywords: Startup, Information Quality, Instagram Content, Trust, Perceived
Value, Purchase Intention.

Source: http://mm.feb.unair.ac.id/id/kemahasiswaan/article/article-ilmiah/882- and-intention-to-buy-e-voucher-fave-2.html