PENGARUH CITRA MEREK DAN DAYA TARIK IKLAN DI INSTAGRAM TERHADAP MINAT BELI PRODUK IBOX INDONESIA

Abstract

The role of information technology in the field of communication is so important at this thime, for example
the use of the internet in new media such as Instagram. Known as an online photo and video sharing
services for its users, Instagram can also be used as social media for business purposes in supporting
marketing communication activities. As its done by iBox Indonesia on its products. This study aims to
determine the effect of Brand Image and Advertising Appeals on Purchase Intention of iBox Indonesia
Products. Referring to the use of a positivistic paradigm, this systematic and objective research will test the
elaboration likelihood theory with the assumption of using the central route and peripheral route using a
sample of 100 respondents. The results showed that Brand Image has a partial effect on the Purchase
Intention of iBox Indonesia Products. Advertising Appeals has a partial influence on the Purchase Intention
of iBox Indonesia Producst and Brand Image and Advertising Appeals simultaneously influence the
Purchase Intention of iBox Indonesia Products.