Pane, Angelina and Fernando, Yudi and Ikhsan, Ridho Bramulya and Mergeresa, Fineke and Fernando, Erick and Prabowo, Hartiwi (2024) The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram. In: 2024 IEEE International Conference on Interdisciplinary Approaches in Technology and Management for Social Innovation, IATMSI 2024. 2nd IEEE International Conference on Interdisciplinary Approaches in Technology and Management for Social Innovation, IATMSI 2024 , 14-16 March 2024 , Gwalior. pp. 1-6.. ISBN 979-835036052-3 (Published)
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Abstract
Instagram as a form of social media has brought about favorable consequences for businesses owing to the role played by user engagement. Consequently, businesses make use of Instagram as a means to enhance the trust consumers have in their brand. Nevertheless, users encounter numerous challenges when engaging with Instagram to purchase products. The present study examines the correlation between perceived relative advantages and the trust consumers place in digital interaction and their purchasing behavior about nutritional supplement products on Instagram. Empirical data was gathered from an online survey of 162 Instagram users who had previously purchased nutritional supplement products through the platform. The research hypotheses were tested using multivariate analysis with component-based structural equation modeling. The findings of this study reveal a positive and statistically significant impact of perceived relative advantages and brand trust on digital interaction. Furthermore, brand trust and digital interaction were found to positively and significantly impact purchasing behavior. However, perceived relative advantages were not found to impact purchasing behavior significantly. Consequently, this study has provided valuable insights for businesses seeking to utilize Instagram to enhance the purchasing behavior of nutritional supplement products.
| Item Type: | Conference or Workshop Item (Other) |
|---|---|
| Additional Information: | Indexed by Scopus |
| Uncontrolled Keywords: | Brand trust; Digital interactions; Perceived relative advantages; Purchase behavior; Social media instagram |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General) |
| Faculty/Division: | Faculty of Industrial Management |
| Depositing User: | Mr Muhamad Firdaus Janih@Jaini |
| Date Deposited: | 30 Aug 2024 00:07 |
| Last Modified: | 30 Aug 2024 00:07 |
| URI: | http://umpir.ump.edu.my/id/eprint/41810 |
| Download Statistic: | View Download Statistics |
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