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The Influence of planned behavior towards behavior intention on instagram case of Kaffeine Kline in Jakarta

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In the increasingly widespread of digital era today, social media have gained a lot of attention as a socializing as well as marketing platforms. Instagram is one of the social media platforms with a vast growth of its users. Therefore, researchers and marketers need to have a further understanding on the predictors of Instagram usage. There are factors that influence the behavior intention regarding this social media application.rnThis study aimed to determine whether theory of planned behavior could be applied to understand those factors. The research focus on Kaffeine Kline located in Duren Tiga, South Jakarta as the case study. There were 200 respondents gathered and used as the data. PLS-SEM analysis was used to determine the validity, reliability and to test the hypotheses. Overall, this study revealed that Instagram usage is significantly influenced by attitudes and subjective norm and not perceived behavior control. By identifying the factors that predict users of Instagram intentions and behavior, findings can be used to inform strategies that aim to improve and modify Kaffeine Kline

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Availability

B03053

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

3053

Publisher

: Swiss German University., 2019

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

HTM
Social media
Instagram
SEM
Theory of Planned Behavior (TPB)
PLS
behavior intention

Specific Detail Info

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Statement of Responsibility

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