PENGARUH REELS INSTAGRAM TERHADAP BRAND IMAGE PRODUK DAN PURCHASE INTENTION

Milad Nufal Akbar, Fifi Endah Irawati

Abstract


Pemasaran dengan menggunakan reels pada Intagram memungkinkan pengguna menciptakan vidio pendek yang menarik dan memperkuat pesan yang ingin disampaikan sehingga tujuan untuk meningkatkan purchase intention produk dapat tercapai. Konten pada reels instagram berpengaruh terhadap brand image dari seorang influencer dan secara langsung berpengaruh pada brand image produk. Namun reels Instagram juga menyimpan dampak buruk, khususnya bagi bisnis, apabila tidak di Kelola dengan tepat kontennya. Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh Reels Instagram terhadap Brand Image produk dan Purchase intention. Penelitian ini menggunakan Metode penelitian Kualitatif dengan Structural Equation Modeling (SEM) menggunakan Smart PLS. dari jumlah sampel 100 responden diketahui bahwa Reels Instagram berpengaruh signifikan terhadap Brand image, dan Purchase Intention. Reels Instagram yang di mediasi dengan Brand image juga berpengaruh signifikan terhadap purchase intention.


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References


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