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All Journal Jurnal Manajemen Bisnis Jurnal Produksi Tanaman JMM (Jurnal Masyarakat Mandiri) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Journal Of World Science AKADEMIK: Jurnal Mahasiswa Humanis Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Kesehatan Tropis Indonesia Benefit: Jurnal Manajemen dan Bisnis
Candra Kusuma Wardana, Candra Kusuma
Jurusan Budidaya Pertanian Fakultas Pertanian Universitas Brawijaya
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Jurnal Manajemen Bisnis

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Predictors of Intention to Interact with Apparel Products on Instagram: Do creativity and Positive Emotions Matter? Wardana, Candra Kusuma; Prasetya, Farid Adi; Maimun, Muhammad Halim; Fatchan, Fuad Hudaya
Jurnal Manajemen Bisnis Vol 15, No 2: September 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i2.21841

Abstract

Research aims:  This research aims to determine the effect of perceived creativity, positive emotion, affective commitment on people intention to interact.Design/Methodology/Approach: The population in this research was Instagram users who experienced online purchasing fashion product from July to December in 2023. The sampling technique is employed purposive sampling to decide 225 respondents. The data has been examined for validity and reliability. The data analysis method used quantitative and descriptive.  A Structural Equation Modelling (SEM) approach is used for data analysis using Smart PLS.Research findings: Our study found a positive relationship between perceived creativity and positive emotion, as well as affective commitment. On the other hand, the study also revealed that perceived creativity does not have a positive correlation with users’ interaction intention. Similarly, positive emotion did not show a positive relationship with affective commitment. However, the study also demonstrated a positive correlation between positive emotions and affective commitment with people’s intention to interact.Theoretical Contribution/Originality:  this study gives meaningful contribution to Stimulus-Organism-Response theory by incorporating creativity to assess Instagram social media platform.Practitioners/Policy Implications:  These findings can assist business owners and social media marketers in developing creative marketing campaigns and building strong bond with their followers.Research Limitations/Implications: the limitation of this study is only assessing Instagram on fashion industry. Future research could replicate the study with different industries and collect respondent with a specific occupation to get better understanding on online consumer behavior
Predictors of Intention to Interact with Apparel Products on Instagram: Do creativity and Positive Emotion Matter? Wardana, Candra Kusuma; Prasetya, Farid Adi; Maimun, Muhammad Halim; Fatchan, Fuad Hudaya
Jurnal Manajemen Bisnis Vol. 15 No. 2: September 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i2.21841

Abstract

Research aims: This study aims to determine the effect of perceived creativity, positive emotion, affective commitment on people intention to interact.Design/Methodology/Approach: The study procedures were carried out using a quantitative approach and data were collected with online questionnaires from July to December in 2023. The participants were selected using purposive sampling based on specific criteria, such as experience in purchasing products online. A total of 225 participants were selected and analysis was performed using Structural Equation Modelling (SEM) approach with SmartPLS.Research findings: The results showed that perceived creativity had a significant relationship on positive emotion and affective commitment. Positive emotion was shown to have a significant effect on interaction intention. However, perceived creativity had no significant impact on interaction intention of apparel brand. This indicated that creative content was inadequate in attracting Instagram users to interact with brand’s account. The results also showed that positive emotion lacked a significant correlation with affective commitment, while affective commitment had a significant relationship with interaction intention.Theoretical Contribution/Originality: This study provides meaningful contribution to Stimulus-Organism-Response theory by incorporating creativity to assess Instagram social media platform.Practitioners/Policy Implications: These results can assist business owners and social media marketers in developing creative marketing campaigns and building strong bond with their followers.Research Limitations/Implications: One of the limitations of this study is that it only assessed the use of Instagram in the fashion industry. Therefore, future studies are advised to explore different industries and recruit participants with a specific occupation to obtain better understanding of online consumer behavior.
Co-Authors A'zizah, Laila Osiana Fitria Akmalia, Alien Anna Satyana Karyawati Anton Agus Setyawan Fajar Kholillulloh Farid Adi Prasetya Fatchan Achyani Fatchan, Fuad Hudaya husna, nadiatul Ilham Nuryana Fatchan, Ilham Nuryana Indah Permata Dewi Kusumawati, Rita Laila Oshiana Fitria A’zizah Licia, Rizka Maimun, Muhammad Halim Novel Idris Abas Ramadani, Kesha Dewi Nur Siska Kumalasari Syukur Makmur Sitompul, Syukur Makmur