Instagram Marketing on Consumer Buying Behavior: A Survey on Starbucks in İstanbul

Abstract

Nowadays, there has been a significant and prominent change in societies and communities due to social networks, which serve as bridges to connect consumers. The main objective of this research is to analyze the impact of Instagram marketing on consumer buying behavior with a case study of Starbucks in Türkiye. The data was gathered through online questionnaires with an unlimited population and a sample size of 385, which was calculated by Cochran’s sampling formula. As a result, the correlation test has been test among the variables that proved the significant relationship among the dependent variable and independent variable (Social Media marketing, Trust, Perceived Useful Information). A linear regression test was done to understand the effectiveness of one variable on another. However, the data proved that trust is the factor that affects the consumer buying behavior the most while making a purchase decision. In summary, according to research findings and literature review there is a positive significant relationship between Instagram marketing and consumer buying behavior, as they want to buy Starbucks products in Türkiye.