THE IMPORTANCE OF INVOLVEMENT: EXAMINING

THE IMPACT OF SOMETHINC’S INSTAGRAM PAGE ON

FUTURE PURCHASE INTENTION

The growing integration of the Internet as a marketing tool has had a considerable impact

on how businesses choose to communicate with consumers in recent years. The Internet has

given local and multinational firms a great platform to extend their market and gain more

customers than ever before. Based on Datareportal, Indonesia had 202.6 million internet users

exchange of real sales. Effective online marketing today is through social media, because the

users are many and wide. (Dilham, Sofiyah, & Muda, 2018).

(Manzoor, Baig, Hashim, & Sami, 2020), As a marketing network, social media

marketing is described as using platforms for social networking. Social media marketing is a

popular marketing strategy that virtually every company is employing to reach out to clients

via virtual networks. Social media is the ideal solution when you have an idea and want to

reach millions of people fast and cheaply. Entertainment industries were among the first to

adopt social media as a promotional tool. A study from (Felix, Rauschnabel, & Hinsch, 2017)

found that Internal influencers (such as overarching vision, mission, company goals,

corporate culture, and available resources) should have a significant impact on social media

marketing decisions, which should be consistent with external influencers (e.g., communities,

competition, government regulation). (Jin, Muqaddam, & Ryu, 2019) found that social media

has provided customers with personalities that have acquired millions of followers while not

being a part of the professional entertainment industry, fashion corporations, or record labels.

This research chooses Instagram as the social media object. Based on the data from

future purchase intention that replicate the main journal titled The role of involvement:

Investigating.

The effect of brand’s social media pages on consumer purchase intention, which

investigate the impact of brand familiarity and the information quality of social media

material on a consumer's engagement with a brand on the brand's social media pages based

on the perspective from the Associative Network Theories of Memory (ANT) and the Theory

of Reasoned Action (TRA) (McClure & Seock, 2020).

Semantic memory or knowledge is represented by a set of nodes and links in the

associative network memory model. A node becomes a possible source of activation for other

nodes when external information is encoded or internal information is retrieved from long-

and subjective norms. It suggested that when consumers find more appealing items from

other manufacturers, they are more likely to switch brands, especially whether they are

enthusiastic about switching brands (Kordi Ghasrodashti, 2018).

Consumers that have a high degree of involvement with a social media page believe that

the brand symbolizes their self-importance, which strengthens their connection with the

company's social media page and promotes their engagement (i.e., cognitive, affection, and

activation) (Algharabat, Rana, Alalwan, Baabdullah, & Gupta, 2020). According to (Manzoor

et al., 2020), social media marketing has a greater impact on consumers' buy intentions

through social networking sites than consumer trust. It is supported by the findings from

Bravo & Lee (2019) that high issue involvement had a favorable effect on attitude toward the

Brand familiarity and repetition can also have an impact on marketing communications

outcomes such as brand attitude and purchasing intention (Algharabat et al., 2020). The result

of research conducted by (Manzoor et al., 2020) showed that consumer purchase intentions

are influenced by social media marketing by 69.6 percent. If consumers in developed nations

significant influence on repurchase through the mobile channel (Prodanova, San-Martín, &

Jiménez, 2020). The country of origin had a good and significant impact on the image of the

brand (Prodanova et al., 2020). When communication has a high level of involvement with a

sociopolitical problem, the audience's attitude toward that message is affected by how much

they agree with the message's perspective on the subject. It is critical to recognize the

significant influence that the shop environment has on a consumer's perception of a retail

brand (Panda et al., 2020). It was confirmed that a brand attitude created because of brand

community commitment has a considerable influence on purchase intention, which is in line

with attitude theory research (Kekana, de Villiers, Van den Berg, & Chuchu, 2020).

Consumers' purchase intentions are characterized as a mix of their interest and the likelihood

return policies for high-effort product categories will plummet (given the same level of return

policy generosity). If customers are familiar with a retailer, the benefit of brand familiarity in

terms of lessening uncertainty may outweigh the value of a return policy in this case (Jeng,

2017). Martí-parreño et al. (2017) claims that in a product placement environment, both

brand familiarity and repetition can operate as orienting reactions, boosting product

placement information processing.

The Associative Network Theory is based on memory retrieval cognitive psychology,

and it states that the human memory network is made up of nodes that correspond to specific

Theory of Reasoned Action proposes that people's intentions to perform a behavior

immediate determinant of that action, in keeping with its focus on volitional activities (Ajzen,

on consumer purchase intent is greater than that of social media marketing. Brand attitude,

brand experience, and buy intention, to name a few, may all be favorably affected, resulting

beliefs, and interests that drive customer engagement in a brand's social media.

online. When an advocacy commercial elicited a high level of issue participation, the

brand is more likely to be perceived positively, and consumers are more likely to buy the

brand and engage in the activity encouraged in the ad. The following research hypotheses

2014), at the significance level 5%. There is also software assistance used in the form of

SPSS with respondents at least 50 to approach the normal curve.

Reliability is a measurement that shows the extent to which the measurement is unbiased

(error-free) and therefore guarantees consistent measurement across time and across various

for all questions in this study were pronounced valid and reliable. As a result, the questions in

this survey can be used in future research and sent to 200 people.

Following data quality testing, the next stage is data analysis, which includes descriptive

and statistical analysis. The descriptive analysis includes profiles of respondents or research

participants that can explain the description of raw data in a concise and straightforward

manner without affecting the overall findings. The descriptive analysis in this study included

gender, origin, age, employment, and shopping costs. The methodology utilized to prove the

hypothesis in this study is the computation of the Structural Equation Model (SEM) with the

online purchases, with IDR500,001-2,500,000 accounting for 43.2 percent of total spending.

Every responder has an Instagram account, and 82% have visited the @somethincofficial

Instagram account.

Normality evaluation was carried out using a critical ratio skewness value of ± 2.58 at a

significance level of 0.01. The data is said to be normally distributed if the critical ratio

skewness value is below the value of 2.58 (Ghozali, 2014). The critical ratio (C.R) values for

kurtosis (curlness) and skewness were in the range of 2.58 in the normality test table,

indicating that most univariate normality tests were normally distributed. Meanwhile, the data

met the normal assumption multivariate because the value of -2.491 was within the range of

to be free of outliers.

Confirmatory Factor Analysis (CFA) is designed to examine the multidimensionality of a

theoretical construct. This analysis is also used to test the validity of a theoretical construct.

The latent variables used in the study were formed based on theoretical concepts with several

indicators or manifests. This analysis aimed to test whether these indicators are valid

indicators as a measure of latent constructs (Ghozali, 2014). The measurement of CFA is

based on the validity and reliability test of the questionnaire items from the loading factor.

The data is regarded to be valid if the factor loading value is > 0.5 and considered

reliable if the construct reliability value is > 0.7. according to Ghozali (2017). In this

research, the validity test revealed that with a value > 0.5, all question indications

representing four variables were declared legitimate and the C.R value in each variable was

Source: Data Processed, 2021

Source: Data Processed, 2021

The results of measuring goodness of fit on the variables of brand familiarity,

involvement on brand's social media, attitude toward brand's social media and future

purchase intention are shown in Table 2, indicating that almost all research models were good

fit, namely probability values, GFI, AGFI, RMSEA, CMIN/DF, TLI, and CFI are standard.

The existing hypotheses had been tested by looking at the results of the analysis of the

sign and magnitude of the significant value. If the sign is in accordance with the theory and

data processing, there is a positive link between variables if C.R is greater than 1.96 and the

p-value is less than 0.05. Four variable relationships in this study were found to be positive

with the acquisition of an estimated value above 1.96 and a p-value below 0.05. So it can be

concluded that all hypotheses are supported.

questionnaire via Google Form. The respondents need to answer the questionnaires using the

6-Likert scale which strongly disagree, disagree, nearly disagree, nearly agree, agree, and

strongly agree.

An active Instagram social media user who understands Somethinc’s product would be

the subject of this study's samples. The number of samples is at least 5-10 times the number

of indicators (Hair et al., 2010). To anticipate errors, the researchers distributed

questionnaires to 250 respondents who were actively using social media Instagram.

Therefore, the data were tested for validity and reliability using Confirmatory Factor Analysis

(CFA) model and processed with the Analysis of Moment Structure (AMOS) application

program version 22.0.

Reliability is a measurement that shows the extent to which the measurement is unbiased

(error-free) and therefore guarantees consistent measurement across time and across various

items in the instrument. The reliability test is determined by the value of Cronbach Alpha

with a minimum value of 0.7 (70%). The validity and reliability test findings for all questions

in this study were pronounced valid and reliable. As a result, the questions in this survey can

be used in future research and sent to 200 people.

Following data quality testing, the next stage is data analysis, which includes descriptive

and statistical analysis. The descriptive analysis includes profiles of respondents or research