Fitriana, Fannisa and Munawaroh, Munawaroh (2019) The Influence of Planned Behavior Towards Behavior Intention on Instagram Case of Kaffeine Kline in Jakarta. Bachelor thesis, Swiss German University.

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Abstract

In the increasingly widespread of digital era today, social media have gained a lot of attention as a socializing as well as marketing platforms. Instagram is one of the social media platforms with a vast growth of its users. Therefore, researchers and marketers need to have a further understanding on the predictors of Instagram usage. There are factors that influence the behavior intention regarding this social media application. This study aimed to determine whether theory of planned behavior could be applied to understand those factors. The research focus on Kaffeine Kline located in Duren Tiga, South Jakarta as the case study. There were 200 respondents gathered and used as the data. PLS-SEM analysis was used to determine the validity, reliability and to test the hypotheses. Overall, this study revealed that Instagram usage is significantly influenced by attitudes and subjective norm and not perceived behavior control. By identifying the factors that predict users of Instagram intentions and behavior, findings can be used to inform strategies that aim to improve and modify Kaffeine Kline’s Instagram performance.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Theory of Planned Behavior (TPB) ; Social Media ; Instagram ; PLS ; SEM
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	19 May 2020 03:27
Last Modified:	19 May 2020 03:27
URI:	http://repository.sgu.ac.id/id/eprint/440

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