Instagram Shopping Towards Consumers’ Consumptive Behavior: Factors and Effects to Indonesian Students

  • Achmad Hufad, Zahra Putri Nabilla, Fajar Nugraha Asyahida, Muhammad Iqbal Fasa, Abd Razak Ahmad, Dini Handayani

Abstract

Social media has transformed itself into a platform to promote products and inevitably altered consumers’ purchasing behavior. This study aimed to determine the underlying factors and the effect of Instagram on consumers’ online shopping behaviors. The subject of this study was university students and the data were collected through open-ended questionnaires and interviews. The result indicated three appealing factors to the new form of online shopping, i.e. convenience, cheap price, and attractive product displays. Moreover, Instagram shopping seems to turn students into impulsive buyers.

Published
2020-06-06
How to Cite
Achmad Hufad, Zahra Putri Nabilla, Fajar Nugraha Asyahida, Muhammad Iqbal Fasa, Abd Razak Ahmad, Dini Handayani. (2020). Instagram Shopping Towards Consumers’ Consumptive Behavior: Factors and Effects to Indonesian Students. International Journal of Advanced Science and Technology, 29(04), 4288 - 4295. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/24820