Pengaruh Persepsi Manfaat Dan Persepsi Kemudahan Terhadap Niat Beli Menggunakan Fitur Link Sticker Di Instagram Stories

Lucky Alfando; Suramaya Suci Kewal; Johan Gunady Ony

doi:10.35957/forbiswira.v13i1.6039

Lucky Alfando Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas
Suramaya Suci Kewal Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas
Johan Gunady Ony Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas

DOI: https://doi.org/10.35957/forbiswira.v13i1.6039

Abstract

This study aims to analyze the effect of perceived benefits and perceived convenience on purchase intentions
using the link sticker feature in Instagram stories. This research is a type of empirical research. Data collection
techniques using the survey method, by distributing questionnaires to respondents who are considered representative.
The sampling technique uses convenience sampling. The results showed that perceived benefits did not have a
positive effect on purchase intentions through the link sticker feature and perceived convenience had a positive
effect on purchase intentions through the link sticker feature on Instagram stories.