Title:
ANTECEDENTS OF REPURCHASE INTENTION TO THE MILLENNIAL GENERATION IN TRANSACTIONS USING THE INSTAGRAM APPLICATION

Authors:
Gusti Ayu Putu Intan Ambarawati and Tjok Gde Raka Sukawati ,Indonesia

Abstract:
The Instagram social media application allows a company to promote and sell its products. Still, the company must understand the repurchase intentions of the millennial generation due to a lack of trust in transactions in the Instagram application. The marketing strategy using the Instagram social media application has the potential to launch the company's goal of creating consumer trust to increase repurchase intentions. This study aims to analyze the effect of perceived value, perceived risk, and trust on the repurchase intention of millennials who transact using the Instagram social media application. The sampling technique is purposive sampling, based on the criteria of respondents who have been active users of Instagram social media in the last three months and are included in the millennial generation category. The number of samples obtained is 150 respondents. Sampling was carried out online in Denpasar, and data analysis using a structural equation model. The results showed that perceived value, risk, and trust play an important role in influencing repurchase intentions. This study provides an understanding that in the context of the millennial generation, trust in the Instagram application is trusted by respondents in making repurchase intentions. For further research, it is recommended to increase the number of other independent variables such as prices and features available on the Instagram social media application and use variations of other online applications to prove whether different online applications can provide confidence to increase repurchase intentions.