Consumer Trust and Intention to Buy in Indonesia Instagram Stores

This study aims to re-examine the factors of consumer trust of the previous studies, which included benevolence, integrity, competence, propensity to believe, KOL (Key Opinion Leader) Endorsement, and consumer comments. The model was tested empirically on 92 Instagram users who were willing to be the respondents of this experimental study. Benevolence and Integrity are considered to influence consumer trust. More specifically, KOL Endorsement has a huge influence on consumer trust. Furthermore, consumer trust and consumer comments highly influence the intention to buy. The results of this study are expected to complement previous research in terms of trust and offer practical guidance for online store owners of Instagram.