Zharfaningrum, Dhia, Hidayatullah, Syarif ORCID: https://orcid.org/0000-0002-6085-0993, Khouroh, Umu ORCID: https://orcid.org/0000-0001-8543-9044, Windhyastiti, Irany and waris, Abdul (2020) Determinan Keputusan Pembelian Online di Instagram: Perspektif Promosi, Kemudahan, Kualitas Informasi dan Kepercayaan. Jurnal Studi Manajemen dan Bisnis, 7 (2). pp. 169-178. ISSN 2460-3775 (Online) ; 2355-9543 (Print)

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Abstract

This research was conducted with the aim of analyzing the
effectiveness of promotional activities, trust, convenience and quality of information as the main determinant of online purchasing decision making through Instagram in general without regard to who did it. The sample of this research is consumers who make online purchases through Instagram. By using the online survey method the response rate of instragram users was 201 respondents. Testing research
hypotheses using multiple regression analysis techniques. The results show that purchasing decisions on Instagram are caused more by a high level of trust, the convenience provided by online media and the information conveyed by highly qualified sellers. Information quality provides the dominant contribution in purchasing decision making through Instagram. An interesting finding is that promotion is not a determinant in purchasing decision making although it is highly perceived by respondents. Respondents hope that the most important aspects of promotion will be done more and more often.

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