The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention
Purpose- The purpose of this research is to find out the impact of social media Instagram on microgreens’ product knowledge and purchase intention by using several components of the AISAS model. Design/Methodology- Respondents in this study were 15 to 45 years old and were followers of Instagram ac...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Seisense
2023-01-01
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| Series: | SEISENSE Journal of Management |
| Subjects: | |
| Online Access: | https://journal.seisense.com/jom/article/view/834 |
| _version_ | 1827079093067186176 |
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| author | Salmaa Muftiyatunnisa Darsono Darsono Sapja Anantanyu |
| author_facet | Salmaa Muftiyatunnisa Darsono Darsono Sapja Anantanyu |
| author_sort | Salmaa Muftiyatunnisa |
| collection | DOAJ |
| description |
Purpose- The purpose of this research is to find out the impact of social media Instagram on microgreens’ product knowledge and purchase intention by using several components of the AISAS model.
Design/Methodology- Respondents in this study were 15 to 45 years old and were followers of Instagram accounts that disseminate knowledge and market microgreens’ products. This study uses a simple random sampling method. This study employs a variance-based structural equation modeling (SEM) analysis, that is partial least squares (PLS). The data from this research were analyzed using SmartPLS 3.0 software.
Findings- The results revealed that social media significantly affected attention, Interest, and Search. Search has a significant and positive impact on increasing knowledge of microgreens products. Knowledge of microgreens products has a significant impact on purchase intentions of microgreens products.
Originality- This research produces new findings regarding consumer behavior on microgreens and their influencing factors.
Practical Implications- The results of this study can be used as a reference to find marketing methods and develop the most effective strategies to attract microgreens consumers.
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| first_indexed | 2024-03-07T14:04:48Z |
| format | Article |
| id | doaj.art-4322fb91aea648a3bcda2a7817038750 |
| institution | Directory Open Access Journal |
| issn | 2617-5770 |
| language | English |
| last_indexed | 2025-03-20T02:40:05Z |
| publishDate | 2023-01-01 |
| publisher | Seisense |
| record_format | Article |
| series | SEISENSE Journal of Management |
| spelling | doaj.art-4322fb91aea648a3bcda2a78170387502024-10-03T07:42:57ZengSeisenseSEISENSE Journal of Management2617-57702023-01-016110.33215/sjom.v6i1.834The Impact Of Social Media On Microgreens Product Knowledge And Purchase IntentionSalmaa Muftiyatunnisa0https://orcid.org/0000-0001-5223-4675Darsono Darsono1Sapja Anantanyu2Universitas Sebelas Maret, IndonesiaUniversitas Sebelas Maret, IndonesiaUniversitas Sebelas Maret, Indonesia Purpose- The purpose of this research is to find out the impact of social media Instagram on microgreens’ product knowledge and purchase intention by using several components of the AISAS model. Design/Methodology- Respondents in this study were 15 to 45 years old and were followers of Instagram accounts that disseminate knowledge and market microgreens’ products. This study uses a simple random sampling method. This study employs a variance-based structural equation modeling (SEM) analysis, that is partial least squares (PLS). The data from this research were analyzed using SmartPLS 3.0 software. Findings- The results revealed that social media significantly affected attention, Interest, and Search. Search has a significant and positive impact on increasing knowledge of microgreens products. Knowledge of microgreens products has a significant impact on purchase intentions of microgreens products. Originality- This research produces new findings regarding consumer behavior on microgreens and their influencing factors. Practical Implications- The results of this study can be used as a reference to find marketing methods and develop the most effective strategies to attract microgreens consumers. https://journal.seisense.com/jom/article/view/834AISAS modelSocial Media, InstagramMicrogreensSEM-PLS |
| spellingShingle | Salmaa Muftiyatunnisa Darsono Darsono Sapja Anantanyu The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention SEISENSE Journal of Management AISAS model Social Media, Instagram Microgreens SEM-PLS |
| title | The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention |
| title_full | The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention |
| title_fullStr | The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention |
| title_full_unstemmed | The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention |
| title_short | The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention |
| title_sort | impact of social media on microgreens product knowledge and purchase intention |
| topic | AISAS model Social Media, Instagram Microgreens SEM-PLS |
| url | https://journal.seisense.com/jom/article/view/834 |
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