Investigating the Influence of Information Quality, Information Seeking, and Familiarity with Purchase Intentions: A Perspective of Instagram Users in Indonesia

Abstract

Instagram is a combination of commercial features with customer-oriented social computing that is often used by the Indonesian people to purchase products online. Instagram can be used by sellers and marketers to market and sell their products. This research proposed strategies that can support sellers and marketers by analyzing the factors that influence Purchase Intention on Instagram, including (1) Hedonic Motivation, (2) Review, (3) Information Quality, (4) Media Richness, (5) Trust, (6) Familiarity, and (7) Information Seeking. The data obtained in this study were processed with Partial Least Square-Structural Equation Modeling (PLSSEM). The results of this study are Information Quality, Information Seeking, and Familiarity were proven to influence Purchase Intention on Instagram users in Indonesia.