Rizka, Amelia and Hidayatullah, Syarif ORCID: https://orcid.org/0000-0002-6085-0993 (2020) The Effect of Instagram Engagement to Purchase Intention and Consumers’ Luxury Value Perception as the mediator in the Skylounge Restaurant. International Journal of Innovative Science and Research Technology, 5 (4). pp. 958-966. ISSN 2456-2165

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Abstract

In the field of tourism, restaurants have become one of the destinations for consumers who love culinary. Certainly, food become a basic need for every human being, the difference is only their lifestyles and tastes. This study concentrated on analysis of the effect of Instagram engagement to purchase intention and the luxury value perception as the mediator in 4 hotels Malang based on Skylounge Restaurant. The design used is quantitative approach with causality design. The questionnaire that measured with Likert scale 5 was the instrument used in data collection. Sample technique of this study was purposive sampling with the total was 130 respondents which conformed to certain specification of this study. Research data were tested by testing instruments, descriptive analysis, classical assumptions, multiple regression analysis, and path analysis. The findings were proven that Instagram engagement had extremely impact and significant to purchase intention through luxury value perception. The indirectly effect delivered greater value on the analysis result than direct effect of Instagram to purchase intention, which means that substantial finding of this current study was luxury value perception variable as useful mediator. The characteristic social media of Instagram such as community was eminent in increasing purchase intention of other consumers to purchase at Skylounge Restaurant. While on the luxury value perception, consumer motives to purchase at the luxury restaurant based on Skylounge were more emphasized on functional value and social value. In the factors that have been involved, afterward consumer would consider them and willing to have a meal at Skylounge Restaurant.

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