DOES TRUST AND HEDONIC OTIVATION ENHANCE PURCHASE INTENTION?

Benedict Valentine Arulanandam, Helma Malini, Fiola Oktaningtias

Abstract


Abstract: The purpose of this study is to define the influence of Hedonic Motivation, Instagram Stories Features and Trust to Consumer Purchase Intention. This work uses a quantitative approach to the study of data using multiple linear regression approaches. The participants in this analysis are women aged 20 to >25 years of age. The findings of this study are that Hedonic Motivation, Instagram Stories Features and Trust have a significant positive effect on Purchase Intention. The findings of the analysis showed that the three independent variables had a major positive effect. Hedonic Motivation, Instagram Stories Features and Trust have a major positive impact on Purchase Intention at a 5% point of significance.

Keywords: Hedonic Motivation, Instagram Stories Features, Trust, Consumer Purchase Intention.

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DOI: http://dx.doi.org/10.26418/tijdessa.v1i2.43617

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