Factors that influence buying desire on fashion clothing on Instagram.

Abstract

Instagram has become one of the fastest growing social media channels recently, especially for online commercial. The purpose of this research is to examine factors that have an influence on customers’ buying desire on fashion cloths on Instagram. The methodology of this research designed to use quantitative approach by distributing a questionnaire via Googledoc online to gather first hand data. Then, all data will be coded and transcribed to SPSS for further statistical analysis. The result from data analysis can be summarized that only price and reviews or comments from other users on Instagram have a strong impact on purchase intention for those who decide to shop for their cloth on Instagram. This research will be useful for companies that are doing clothing business on Instagram and also new comers who are going to join this online market.