The Impact Of Social Media On Microgreens Product Knowledge And Purchase Intention
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Abstract
Purpose- The purpose of this research is to find out the impact of social media Instagram on microgreens’ product knowledge and purchase intention by using several components of the AISAS model.
Design/Methodology- Respondents in this study were 15 to 45 years old and were followers of Instagram accounts that disseminate knowledge and market microgreens’ products. This study uses a simple random sampling method. This study employs a variance-based structural equation modeling (SEM) analysis, that is partial least squares (PLS). The data from this research were analyzed using SmartPLS 3.0 software.
Findings- The results revealed that social media significantly affected attention, Interest, and Search. Search has a significant and positive impact on increasing knowledge of microgreens products. Knowledge of microgreens products has a significant impact on purchase intentions of microgreens products.
Originality- This research produces new findings regarding consumer behavior on microgreens and their influencing factors.
Practical Implications- The results of this study can be used as a reference to find marketing methods and develop the most effective strategies to attract microgreens consumers.
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Copyright (c) 2023 Salmaa Muftiyatunnisa, Darsono Darsono, Sapja Anantanyu
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