THE INFLUENCE OF TRUST AND HEDONIC MOTIVATION IN INSTAGRAM STORIES TO ENHANCE CONSUMER PURCHASE INTENTION OF DEAR ME BEAUTY LIPSTICK PRODUCT (STUDY CASE AMONG FEMALE INSTAGRAM USERS IN PONTIANAK)
Abstract
This study aims to examine and analyze the influence of trust and hedonic motivation in Instagram stories to enhance consumer purchase intention of Dear Me Beauty Lipstick Product This work uses a quantitative approach to the study of data using multiple linear regression approaches. This research conducted using online questionnaire that spread using google form. The participants in this analysis are women aged 20 to > 25 years old. The findings of this study are that Hedonic Motivation, Instagram Stories Features and Trust have a significant positive effect on Consumer 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.
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