Proceedings of The 14th International Conference on Management, Economics and Humanities
How effective is the Role of Instagram Advertisements in Consumer Purchasing Decisions for Small to Medium Business Enterprises (SMEs) During the COVID-19 Pandemic?
Sania Diba Aqila
The COVID-19 outbreak in Indonesia had a significant impact on the amount of data used for e-commerce in order to meet demand. The increase in e-commerce usage occurred in the first quarter of 2020, coinciding with COVID-19’s initial Indonesian outbreak. SMEs are among the areas where the Covid-19 outbreak has had a big impact. Since there are significantly less customers as a result of the consumers’ declining purchasing power, SMEs’ revenues fall. Instagram is one prominent platform for small to medium-sized enterprises’ advertising needs. The purpose of this study is to determine how advertising on Instagram media affects consumer purchasing decisions. For SMEs, the effectiveness of Instagram marketing in influencing customer purchase decisions during the Covid-19 outbreak has emerged as a topic worth investigating more thoroughly. This study generates hypotheses that are tested by surveys or online questionnaires (quantitative approach) conducted in Indonesia for the purpose to better comprehend the influence of the elements that were involved in this study, which are Consumer Purchasing Decision, Instagram Advertisement, and Online Purchasing.
keywords: Instagram, Advertisement, SMEs, Purchase Decision, Covid-19, Indonesia