Social User Behavior Analysis of Purchasing Decisions in Instagram Online Store

Abstract

The Instagram application is currently developing into a social commerce (s-commerce) in Indonesia, where many small and medium scale entrepreneurs use the application to sell their products. This study examines behaviors in individuals to the popular social networking site Instagram. The influence of social media behavior on purchasing decisions in e-commerce using the usefulness, perceived of use, social media behavior factors against intention to buy into the Technology Acceptance Model (TAM) model theory. The results showed that the TAM model had a significant effect on the consumer's intention to purchase the product through the Instagram (Intention to Buy).