Relationship between Utility, Entertainment, Socialization and Satisfaction to Brand Attitude and Purchase Intention in Instagram in Indonesia.

Instagram, fastest-growing social networks, has shifted to become not just a place for social interaction, but has become a marketing instrument that continues to grow, along with the continuous addition of new features to Instagram for business use. Instagram also is a platform which are extensively applied by brands to promote their products. This study wants to test whether there are a relationship between Utility, Entertainment and Socialization to Instagram Satisfaction when someone uses Instagram, and then relationship between Instagram Satisfaction, Brand Attitude and their Purchase Intention behavior. The research design to conduct was survey using a questionnaire. The sampling technique used is purposive sampling, and research model in structural equation modeling with data analysis using AMOS software. Result showed that Instagram user satisfaction is influenced by the social needs of other users and enjoying entertainment on Instagram. This satisfaction will have an impact on a positive attitude towards the company's brand that promotes its products on Instagram, and in the end a positive attitude towards the brand will encourage purchase intentions for existing brands. [ABSTRACT FROM AUTHOR]