GRES KURNIA
041614353026
Supervisor
Sony Kusumasondjaja, M.Com.,Ph.D.
ABSTRACT
This research focuses on Fave Indonesia as one of the start-up companies that went to the Surabaya market for around a year and got a big pressure from the internal companies and competitors. Online marketing via Instagram is the only method used by Fave Surabaya. This research was conducted to measure the quality of information of Instagram content that can both support the emergence of trust, perceived value, and intention to buy a favorite e-voucher. In addition, it 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 was carried out using a five-point Likert scale questionnaire then analyzed by Structural Equation Modeling (SEM) statistical techniques that operated using the AMOS 20 program.
The respondents in this study were people who lived in Surabaya, had Instagram accounts, were at least 17 years old, and without purchasing experience of Fave e-vouchers. The questionnaire was distributed to 230 respondents, but the data could only be purchased from 218 people. Hypothesis results indicate that the quality of content affects perceived and perceived value, that trust does not affect consumers' perceived value, that trust is affects purchase intention, and intention to buy is 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
