Process of Decisions Making Purchase Online on Instagram Social Media

Abstract

The paper aimed at knowing the effect of online shops on Instagram makes it easier for consumers to shop without wasting time and effort because these benefits make online shopping more attractive to the public. The problem in this research is how is the process of making online purchasing decisions from social media Instagram and the factors that influence it. This research uses descriptive qualitative methods and interpretive in-depth interviews with informants. The informant in this study is the community as the subject and object of research, especially those who make online purchases on the Instagram application. The determination of informants was carried out using the accidental technique. Based on the results of the study, the researchers assumed that the informants were students and workers who also went through several stages of decision making when shopping on Instagram, what was different was the online decision-making process carried out, the informant could return to the previous stage or even passed several stages, this was due to the ease and convenience. the convenience of accessing the internet which enabled informants to go through several stages of the online purchasing process.