BRAND IMAGE IN INFLUENCING INSTAGRAM SHOPPING INTENTION OF NOTEBOOK PRODUCT: THE CASE OF KUTULIS KATA FINAL PROJECT By Shifa Triannisa 19215040 Undergraduate Program of Entrepreneurship Study School of Business and Management Institut Teknologi Bandung 2018 ii i BRAND IMAGE IN INFLUENCING INSTAGRAM SHOPPING INTENTION OF NOTEBOOK PRODUCT: THE CASE OF KUTULIS KATA Shifa Triannisa 19215040 Undergraduate Program School of Business and Management Institut Teknologi Bandung, 2018 Supervisor: Evy Rachmawati Chaldun SE,M.Si. ABSTRACT In Indonesia, nowadays people are often looking for online shopping accounts on Instagram. Instagram has become the most popular social media in a worldwide. Its function is partially changed into marketing purposes for most business. In addition, mostly Indonesia’s local brand is used Instagram as their media to introduce and sell the product, and Instagram is become the conventional media to find an online shopping account. Kutulis Kata as the case study in this research, use Instagram as their marketing channel and selling platform. Social media has been used as a primary tool for marketing activities. Through social media, a brand also can build their brand image. The brand image will give the first impression about a brand in the consumer perception. The aim of this research is to know how far the brand image can influence intention toward online shopping through Instagram of notebook product. Surveys are conducted using a five-point Likert scale and the questionnaire distributed to the Instagram followers of Kutulis Kata, and 250 respondents were collected. Simple linear regression and correlation analysis are used to see the influence between brand image and online shopping intention. The result, in this case, indicated that online shopping intention is affected 37.1% of the customer by its brand image. This research will be helpful for notebook enterprise in considering their branding strategy on Instagram by building the brand image. Keywords: Brand image, Corporate Image, Instagram, Online shopping intention, Product image, User image, ii iii CITRA MEREK DALAM MEMPENGARUHI INTENSI BELANJA INSTAGRAM TERHADAP PRODUK BUKU CATATAN: STUDI KASUS KUTULIS KATA Shifa Triannisa 19215040 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2018 Supervisor: Evy Rachmawati Chaldun SE,M.Si. ABSTRAK Di Indonesia, saat ini orang sering mencari akun belanja online di Instagram. Instagram telah menjadi media sosial paling populer di seluruh dunia. Fungsinya sebagian diubah menjadi media untuk tujuan pemasaran bagi sebagian besar bisnis. Selain itu, sebagian besar merek lokal Indonesia menggunakan instagram sebagai media untuk memperkenalkan dan menjual produk, dan Instagram menjadi media konvensional untuk menemukan akun belanja online. Kutulis Kata sebagai studi kasus dalam penelitian ini, menggunakan Instagram sebagai tempat pemasaran dan penjualan mereka. Media sosial telah digunakan sebagai alat utama untuk kegiatan pemasaran. Melalu media sosial, merek juga dapat membangun citra merek mereka. Citra merek akan memberikan kesan pertama tentang merek dari persepsi konsumen. Tujuan dari penelitian ini adalah untuk mengetahui seberapa jauh citra merek dapat mempengaruhi niat terhadap belanja online melalui Instagram produk notebook. Survei dilakukan menggunakan skala Likert lima poin dan kuesioner dibagikan kepada pengikut Instagram Kutulis Kata, dan 250 responden terkumpulkan. Analisis regresi linier dan korelasi sederhana digunakan untuk melihat pengaruh antara citra merek dan niat belanja online. Hasilnya, dalam hal ini, menunjukkan bahwa niat belanja online dipengaruhi sebesar 37,1% dari pelanggan dengan citra mereknya. Penelitian ini akan membantu bagi perusahaan notebook dalam mempertimbangkan strategi branding mereka di Instagram dengan membangun citra merek. Kata Kunci: Citra merek, Citra perusahaan, Citra produk, Citra pengguna, Instagram, Niat belanja online iv v VALIDATION PAGE BRAND IMAGE IN INFLUENCING INSTAGRAM SHOPPING INTENTION OF NOTEBOOK PRODUCT: THE CASE OF KUTULIS KATA By SHIFA TRIANNISA ID No: 19215040 A Final Project in Partial Fulfillment of the Requirement for the Degree of Bachelor of Entrepreneurship Undergraduate Program of Entrepreneurship Study School of Business and Management Institut Teknologi Bandung 24thJuly, 2018 Approved By Evy Rachmawati Chaldun SE,M.Si. NIP.111000024 vi vii FOREWORD First, I would very grateful to my greatest Allah SWT who gave us all the strength and patience to finish this final project. I finally completed all study and this final project. I am very thankful for the love He has given to me. Alhamdulillah. I would like to thank these people for helping me, gave me moral support, and accompany me through all conditions, to: 1. The number one motivation in this world, with no-limits of loves, prayers, and kindness, my parents and sister. Mrs. Erna Ermilia and husband, Mr. Herlan Suherlan and wife, Puti Pitaloka, and Suci Rachmadini. Thank you for everything, I cannot say in words. 2. My very motherly supervisor Mrs. Evy Rachmawati, who always gave me advices and supports, and helping me through this final project. 3. My forever best friends who always there whenever I needed. Lana Tiara, Regina Salsabila, Fatia Shafira, Regina Resty, Ahmeidy Yusya, Kharisma Muhammad, Iqbal Aditya, Tiara Aghina, I thank for all your help, especially as a moral supporter. True best friend and forever. 4. My business partner, Firdha Ramashanti, who patiently records all the financial of Kutulis Kata, and helps anything for our business. 5. To my second family in life, Family Guy Reunited with many peoples I cannot mentioned one by one.