GRES KURNIA
041614353026
Dosen Pembimbing
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 of companies and competitors. Online marketing through 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 Fave 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 did by using a five-point Likert scale questionnaire then analysed by Structural Equation Modelling (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 buying experience of Fave e-voucher. The questionnaire was distributed to 230 respondents, but the data only can 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.
