The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram
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 whe...
| Main Authors: | , , , , , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
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Institute of Electrical and Electronics Engineers Inc.
2024
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| Online Access: | http://umpir.ump.edu.my/id/eprint/41810/1/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior.pdf http://umpir.ump.edu.my/id/eprint/41810/2/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior_Mediating%20digital%20interactions%20on%20instagram_ABS.pdf |
| _version_ | 1825815760399761408 |
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| author | Pane, Angelina Fernando, Yudi Ikhsan, Ridho Bramulya Mergeresa, Fineke Fernando, Erick Prabowo, Hartiwi |
| author_facet | Pane, Angelina Fernando, Yudi Ikhsan, Ridho Bramulya Mergeresa, Fineke Fernando, Erick Prabowo, Hartiwi |
| author_sort | Pane, Angelina |
| collection | UMP |
| description | 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. |
| first_indexed | 2024-09-25T03:51:06Z |
| format | Conference or Workshop Item |
| id | UMPir41810 |
| institution | Universiti Malaysia Pahang |
| language | English English |
| last_indexed | 2024-09-25T03:51:06Z |
| publishDate | 2024 |
| publisher | Institute of Electrical and Electronics Engineers Inc. |
| record_format | dspace |
| spelling | UMPir418102024-08-30T00:07:48Z http://umpir.ump.edu.my/id/eprint/41810/ The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram Pane, Angelina Fernando, Yudi Ikhsan, Ridho Bramulya Mergeresa, Fineke Fernando, Erick Prabowo, Hartiwi HD28 Management. Industrial Management T Technology (General) 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. Institute of Electrical and Electronics Engineers Inc. 2024 Conference or Workshop Item PeerReviewed pdf en http://umpir.ump.edu.my/id/eprint/41810/1/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior.pdf pdf en http://umpir.ump.edu.my/id/eprint/41810/2/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior_Mediating%20digital%20interactions%20on%20instagram_ABS.pdf 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) https://doi.org/10.1109/IATMSI60426.2024.10503577 |
| spellingShingle | HD28 Management. Industrial Management T Technology (General) Pane, Angelina Fernando, Yudi Ikhsan, Ridho Bramulya Mergeresa, Fineke Fernando, Erick Prabowo, Hartiwi The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram |
| title | The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram |
| title_full | The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram |
| title_fullStr | The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram |
| title_full_unstemmed | The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram |
| title_short | The influence of brand trust on customer purchase behavior : Mediating digital interactions on instagram |
| title_sort | influence of brand trust on customer purchase behavior mediating digital interactions on instagram |
| topic | HD28 Management. Industrial Management T Technology (General) |
| url | http://umpir.ump.edu.my/id/eprint/41810/1/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior.pdf http://umpir.ump.edu.my/id/eprint/41810/2/The%20influence%20of%20brand%20trust%20on%20customer%20purchase%20behavior_Mediating%20digital%20interactions%20on%20instagram_ABS.pdf |
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