Analysis the Effect of Involvement on Brand's Social Media Instagram Account of Uniqlo Indonesia (@UniqloIndonesia) on Consumer Purchase Intention

Social media is a tool that brands can use to engage and influence consumers and potential customers. This is because social media provides an opportunity for brands to be able to participate and interact with consumers and potential customers while increasing a sense of familiarity and building relationships with consumers and potential customers. One of the social media applications that brands can use to interact and engage with their consumers is Instagram. Especially brands in the fashion industry, where brands in this industry are very dependent on the visual aspect. One of Indonesia's fashion brands with the most followers and interactions on Instagram is @UniqloIndonesia. This study was conducted to determine the factors that can affect the involvement on a brand's social media Instagram, such as brand familiarity and information quality. This study also aims to determine the effect of involvement on a brand's social media Instagram on attitudes towards a brand's social media Instagram and future purchase intentions. The data in this study were processed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of the study show that information quality has an effect on involvement on the brand's social media Instagram. Involvement in brand's social media instagram affects attitudes towards the brand's social media instagram. Attitudes towards Instagram’ s social media brand have a direct effect on future purchase intentions and mediate the relationship between Instagram's involvement in brand's social media and future purchase intentions.