The effect of social media on the buying decision of street wear within Indonesia fashion culture

Vera, Reilly Rae De (2018) The effect of social media on the buying decision of street wear within Indonesia fashion culture. Bachelor thesis, Universitas Pelita harapan.

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Abstract

The study investigates the key factors that Instagram influence's consumers purchasing and how Instagram also contributes to the control of pricing within the street wear phenomenon in Jakarta, Indonesia. A total of 8 street wear enthusiasts have been interviewed through the phenomenology method of qualitative research. The results of the study shown that business strategies in Instagram is a culmination of 4 different factors. Endorsement, Social media marketing, Limit in quantity, and Collaboration that further affect the consumers. The study finds that through the effective use of the business strategies and understanding Digital marketing in Instagram it can primarily affect consumer behavior which result in the consumers purchase decision. Prices are also determined from the methods that businesses use to increase the demand of their particular product whilst limiting the amount of products within the market. This in whole shows Instagram's influence to the variables of consumers and price in the street wear trend within Indonesia.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Vera, Reilly Rae DeNIM00000006381UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTan, Pauline HenrieteNIDN0023036906pauline.henriette@uph.edu
Thesis advisorWijayanti, Cynthia AnnaNIDN0304097605cynthia.wijayanti@uph.edu
Additional Information: SK 11-14 VER e ; 31001000075706
Uncontrolled Keywords: digital marketing; endorsements; consumer behavior; social media; instagram.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Mrs Veronica Fitri Astuti
Date Deposited: 03 May 2021 06:55
Last Modified: 25 Jan 2024 08:45
URI: http://repository.uph.edu/id/eprint/21941

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