Volume 3, Issue 1, September 2021 E-ISSN : 2686-522X, P-ISSN : 2686-5211

DOI: https://doi.org/10.31933/dijms.v3i1
Received: 14 August 2021, Revised: 24 August 2021, Publish: 3 Oktober 2021

DETERMINATION ATTITUDE TOWARD USING AND PURCHASE

INTENTIONS: ANALYSIS OF PERCEIVED EASE OF USE AND
PERCEIVED USEFULNESS (CASE STUDY OF INSTAGRAM
SHOP’S FEATURES ON SOCIAL MEDIA INSTAGRAM)

Inayatullah Fatmawati M1, Hapzi Ali2

1)
Univesitas Mercu Buana, Jakarta Indonesia
2)
Univesitas Mercu Buana, and Univesitas Bhayangkara Jakarta Raya Indonesia.

Corresponding Author: Inayatullah Fatmawati M

Abstract: This study aims to analyze the effect of perceived ease of use and perceived
usefulness on attitude toward using and the effect of perceived ease of use and perceived
usefulness on purchase intentions and the effect of perceived ease of use and perceived
usefulness on purchase intentions through attitude toward using. The population in this study
are internet users who have done online shopping but have never made an online purchase
transaction on Instagram and are domiciled in the Jakarta area. The number of samples used is
based on the number of indicators at an error rate of 5%, which is 150. The survey was
conducted using a questionnaire and then analyzed the data using Partial Least Square (PLS).
The results showed that perceived ease of use had a positive and significant effect on attitude
toward using, perceived usefulness had a positive and significant effect on attitude toward
using, perceived ease of use had a positive and significant effect on purchase intentions,
perceived usefulness had a positive and significant effect on purchase intention, attitude
toward using had a positive and significant effect on purchase intentions and attitude toward
using fully mediating between perceived of ease use and partially mediating between
perceived usefulness on purchase intentions the Instagram Shop’s features on Social Media
Instagram.

Keywords: Perceived Ease of Use, Perceived Usefulness, Attitude Toward Using, Purchase
Intentions

INTRODUCTION
Online Shopping’s behavior has become a habit of many people, especially during this
pandemic. Moreover, Indonesia is the e-commerce largest market in Southeast Asia. About
90% of internet users, according to data from Wearesocial and Hootsuite, Indonesia has
shopped online. Result from Indonesian Service Provider Association Survey (APJII) that
almost 197 million or 74% of Indonesia's population uses the Internet in 2020. This result
increased by 8.9% compared to 2019. This is due to the existence of social distancing (PSBB)
carried out by the Indonesian government as an effort to spread the covid-19 virus so that

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people are encouraged to do isolation or self-distancing, as a result the company implements

work from home and also online learning. The growth in the number of internet users will
directly encourage the development of online commerce or what is commonly called e-
commerce or social commerce.

Instagram is an application free that is used to share photos so that users can take photos
and then share them on social networking services. Instagram as one of the social media and
also social commerce released a new feature, namely Instagram Shop in Indonesia on
October 2020. Through this feature, Instagram users, especially business people, can include
product labels including product prices on uploads on feeds, Stories and IGTV. The presence
of this feature is part of Instagram's commitment to supporting MSMEs adapt to digital
transformation and help SMEs to be able to contribute to encouraging Indonesia's digital
economy.

One of the most frequently used theories relating to the use of technology systems and
explaining individual acceptance of the use of information technology systems is Technology
Acceptance Model (TAM). This theory was first introduced by (F D Davis, 1985). This
theory was developed from Theory of Reasoned Action or TRA by (Hill et al., 1977).
Technology Acceptance Model (TAM) is something that explains how individuals accept
information technology systems.

User acceptance of information systems in the TAM model is determined by two

factors, namely perceived usefulness and perceived ease of use. (Patel et al., 2020) describes
three factors that influence a person's interest in shopping through online channels: perceived
usefulness, perceived ease of use, and perceived trust in m-commerce adoption research. The
same result was revealed by (Indarsin & Ali, 2017) which said that the attitude of use was
influenced by perceived ease of use, perceived usefulness and perceived trust. Due to the
similarity of the problems in the research, interviews were conducted with internet users who
have done online shopping. Interview questions based on the results of the research
conclusions related to purchase intentions, namely the place of delivery of goods, price
policies, and promotions are in accordance with the research (Yunita & Ali, 2017). The
results of interviews conducted on 30 respondents, the three variables that get the highest
score are the perception of convenience, the perception of usefulness and the attitude of use.

LITERATURE REVIEW
Purchase intentions determines how likely consumers are to buy a brand or how much the
possibility of consumers switching from one brand to another. If the perceived usefulness are
greater than sacrifices to get it, then the willingness to buy it is greater (Bimaruci et al.,
2020) According to (Soeaidy et al., 2018), purchase intentions is consumer behavior that
shows the degree of purchase commitment.

Adoption Intentions are formed generally because of behavioral intentions that describe
behavior before someone takes an action. Adoption intention is also defined as a force that
drives an individual's interest to do a habit. A habit to do something in the TAM model is
influenced by Behavioral intention.

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TAM was first introduced by Fishbein and Ajzen in 1975 through Theory of Reasoned
Action (TRA) which later became very popular and was widely used to predict human
behavior in various scientific applications. Then Davis developed this theory which explains
the relationship between external factors and internal factors (beliefs, attitudes, and interests)
and is known as the Technology Acceptance Model (TAM).

FD Davis in (Marangunić & Granić, 2015) Perceived Usefuless is defined as a measure

where a person believes that technology can be easily understood and used. Perceived
usefulness is defined as how far a person believes that using a technology will improve his
job performance.

FD Davis in (Marangunić & Granić, 2015) states that attitude toward using is defined
as feelings positive or negative from someone if they have to perform the behavior to be
determined (Khazim, 2016) states that a person's desire to perform a behavior is based on
one's psychological factors which refers to the behavioral attitudes shown research conducted
by (Goyal et al., 2013) on the use of m-commerce in India states that readiness to accept or
use m-commerce is significantly influenced by the variables Perceived Usefulness (PU) and
Perceived Ease of use (PEOU).

Research on Factors Affecting Repurchase Intention to Shop at the Same Website (Hsu
et al., 2015) is influenced by variables perceived ease of use, perceived usefulness, trust on
repurchase intention with positive and significant results.

Research with the same variables conducted by (Liébana-Cabanillas et al., 2017) on

acceptance interest m commerce results in Perceived ease of use there is no significance to
interest. (Bong-Keun Jeong & Tom E Yoon, 2013) through research on consumer acceptance
in the use of Mobile Banking stated that perceived usefulness is the most dominant factor
affecting consumer acceptance, then the perception of convenience and user attitudes also has
a significant influence on mobile banning acceptance in India.

(Shanmugam et al., 2014) in research on consumer interest stated that interest can be
influenced by perceived ease of use with mediating by attitude of use, the results of this study
prove that attitude of use can mediate the influence between perceived convenience and
perceived usefulness on acceptance of mobile banking in Malaysia .

Research (Indarsin & Ali, 2017) in stating the perceived ease of use and the perceived
usefulness has a positive and significant influence on the attitude of using m-commerce users
of the Ikens Group Wholesale Merchant application in Indonesia. From the results of this
study, it can be concluded that the Technology Acceptance Model (TAM) formulated by
(Fred D. Davis, 1989) used for this research is still very relevant.

Based on literature review and previous research, the framework for this research is as
follows :

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H3

Perceived Ease of Use

H5
H1
Attitude Toward H6 Purchase Intentions
H7

Perceived Usefulness H2

H4

Pictures1. Conceptual Framework

Research Hypotheses
H1: Perceived ease of use Social Media Instagram has a positive and significant effect on the
attitude toward using the Instagram Shop feature on social media Instagram.
H2: Perceived usefulness Social Media Instagram has a positive and significant effect on the
attitude toward using the Instagram Shop feature on social media Instagram
H3 : Perceived ease of use has a positive and significant effect on purchase intentions using
the Instagram Shop feature on social media Instagram.
H4: Perceived usefulness has a positive and significant effect on purchase intentions using
the Instagram Shop feature on social media Instagram.
H5: Attitude toward using has a positive and significant effect on purchase intentions using
the Instagram Shop feature on social media Instagram.
H6: The effect of perceived ease of use on purchase intentions through the attitude toward
using the Instagram Shop feature on social media Instagram
H7: The effect of perceived usefulness on purchase intentions through the attitude toward
using the Instagram Shop feature on social media Instagram

RESEARCH METHODS
This study empirically examines how perceived ease of use, perceived usefulness and
attitude toward using affect purchase intentions. This study uses convenience sampling,
namely sampling from the total population (Weismueller et al., 2020). The sample used is
internet users who have done online shopping in the DKI Jakarta area. The DKI Jakarta area
is expected to be the right sample because most of the people in the big city of Jakarta are
internet user and often do online shopping, especially during the COVID-19 pandemic where
the entire Jakarta area carries out self-distancing.

The five-item scale used to study the construct of buying interest using the Instagram
Shop’s feature on Social Media Instagram was adapted from research (Patel et al., 2020). The
scale used in this study is the same as the Likert scale with five points where 'strongly
disagree'. marked 1 and 'strongly agree' was marked 5. Questions related to the demographics

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of the respondents were placed at the end of the questionnaire. The analysis technique uses
the help of the SmartPLS 3.0 software program which consists of evaluating the outer model
and inner model.

FINDINGS AND DISCUSSION

Descriptive statistical analysis, including frequency and percentage, indicated the
demographics of the participants. Relevant factors include gender, age, occupation and
monthly expenses. The results are presented in Table 1.

Table 1 Characteristics of Respondents

Category Description FQ %
Male 68 45.3
Gender
Female 82 54.7
< 20 37 24.7
21 - 30 90 60
Age
31 - 40 21 14
> 41 2 1.3
House Wife 10 6.7
Employee 74 49.3
Job
Student 53 35.3
Business Owner 13 8.7
< IDR 3.000.000,00 23 15.3
IDR 3.000.001,00 - IDR 5.000.000,00 28 18.7
Online Shopping Expenses
IDR 5.000.001,00 – IDR 8.000.000,00 22 14.7
> IDR 8.000.001,00 77 51.3

Demographically, the majority of Internet users who have ever done online shopping
are at the age of 21 to 30 years where the age range is in the Generation Y category, where
this generation was born at a time when technology was developing. They are a group that is
already accustomed to using the internet and technological devices well. In addition, 74% of
respondents are employees or employees who in their daily work activities use the internet
and other technological devices.

Descriptive statistics present reports from the results of variable data collection
through questionnaires. The number of questionnaire results presented by the majority of
respondents agreed with the statements contained in the questionnaire.
1. Descriptive Statistics of Perceived ease of use getting an average value of 4.16, this
means that respondents agree with the statements in the questionnaire.
2. Descriptive statistics of perceived usefulness get an average value of 4.09, this means
that respondents agree with the statements in the questionnaire.
3. Descriptive Statistics of Attitude toward using get an average value of 4.19, this
means that respondents agree with the statements in the questionnaire.
4. Descriptive Statistics of purchase intentions get an average value of 4.17, this means
that respondents agree with the statements in the questionnaire.

SmartPLS 3.0 is used to test the model with a structural equation modeling approach
Partial Least component-based Squares (PLS-SEM). Previous literature has shown that PLS-
SEM has superior function in exploratory studies to deal with smaller sample sizes and

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multiple mediators, compared to covariance-based SEM(Hair et al., 2017). The reliability of

the multi-item scale is calculated by looking at the coefficient value alpha. In each case, the
coefficient Cronbach Alpha was above 0.90, which is well above the recommended 0.70
level (Ghozali & Latan, 2015) indicating a high level of internal consistency. Following the
suggestion (Weismueller et al., 2020), convergent and discriminant validity were also
assessed. Convergent validity was confirmed in each variable, because all AVE scores
exceeded 0.50, indicating that all constructs had potential reliability to be tested further.

From the results of the test convergent validity , it can be seen that all indicators have
met convergent validity because they have a value loading factor above 0.60 (Hartono, 2015).
The AVE value indicates that all constructs have potential reliability to be tested further. This
is because the AVE value in all constructs has been greater than 0.50 (Ghozali & Latan,
2015). The results of Cronbach alpha 0.7 means that the construct has good reliability or the
questionnaire used as a tool in this study is reliable or consistent (Ghozali & Latan, 2015).

Based on the PLS-SEM analysis, the model explaining the variance in attitude toward
using and purchase intentions are 38.1 % and 54.7 %. To show predictive relevance, the Q2
score must be higher than 0.02 (Hair et al., 2014). The calculation result is that the Q2 score
is 72.3%. Testing the inner model to test the hypothesis of this study. The level of confidence
used in this study is 95% (alpha 5 percent) so the table value is 1.96. The table below is the
output of the Bootstrapping test

Pictures 2.Bootstrapping Test Results (built by author)

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Table 2 Hypothesis Test Results

T Statistics P
Result
(|O/STDEV|) Values
Peceived Ease of use -> Attitude Toward Using 2,451 0.015 Accepted
Perceived Usefulness -> Attitude Toward Using 3,902 0 Accepted
Perceived Ease of use -> Purchase Intentions 1,329 0.184 Rejected
Perceived Usefulness -> Purchase Intentions 2,967 0.003 Accepted
Attitude Toward Using -> Purchase Intentions 2,964 0.003 Accepted
Perceived Ease of use -> Attitude Toward Using -> Purchase
Intentions 2,041 0.042 Accepted
Perceived Usefulness -> Attitude Toward Using -> Purchase
Intentions 1,986 0.048 Accepted

The results of the test using PLS (Partial Least Square), statistical hypothesis testing
is carried out by the method bootstrap the sample. Testing with bootstrapping with the
following results:
1. The effect of perceived ease of use on attitudes of use is (t = 2.451 > 1.96, p = 0.015 <
0.05), hypothesis 1 is accepted.
2. The effect of perceived usefulness on usage attitudes is (t = 3.902 > 1.96, p = 0.000 <
0.05), hypothesis 2 is accepted.
3. The effect of perceived convenience on buying interest is (t = 1.396 < 1.96, p = 0.184
> 0.05), hypothesis 3 is rejected.
4. The effect of perceived usefulness on buying interest is (t = 2,967 > 1.96, p = 0.003 <
0.05), hypothesis 4 is accepted.
5. The effect of usage attitude on buying interest is (t = 2.964 > 1.96, p = 0.003 < 0.05),
hypothesis 5 is accepted.
6. The effect of perceived convenience on buying interest through usage attitudes is (t =
2.041 > 1.96, p = 0.015 < 0.05), hypothesis 6 is accepted.
7. The effect of perceived usefulness on buying interest through usage attitudes is (t =
1.986 > 1.96, p = 0.015 < 0.05), hypothesis 7 is accepted.

Mediation Effect
This method was applied by (Hair et al., 2017) to examine the mediating effect
between variables. Method Hair et al. carried out through four steps, the results of the four
effects (effect A, B, C, and D), then by applying several criteria obtained a mediating effect
of two variables of attitude of use. To test the mediating effect of attitude, the method (Hair et
al., 2017) is used as seen from the direct path of two independent variables (ie perceived ease
of use and perceived usefulness) on purchase intentions. Analysis of indirect effects, bias-
corrected confidence interval (significant 95% confidence interval excluding 0) and direct
effects. As shown in Table 2, the indirect effect of perceived convenience on purchase
intention is significant, but the direct effect of perceived convenience is not significant so that
the effect is full mediation. For the direct effect of perceived usefulness is significant so that
the mediating effect is partial. After going through a series of inner and outer models of the
obtained answer hypothesis can be summarized as follows.

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Effect of Perceived Ease of use on Attitude Toward Using

Test results show there is positive and significant correlation between perceived ease
of use to the attitude it showed more and more convenience gained someone from the
Instagram application, the greater the attitude of using someone to use the Instagram
application. The results of this study are in line with (Indarsin & Ali, 2017) (Handayani &
Harsono, 2016), (Patel et al., 2020) which state that there is a positive and significant
influence between Ease of use and Attitude toward using of a technology or application.

The Effect of Perceived Usefulness on Attitude Toward Using

Based on the test results on the research on the effect of perceived usefulness on
attitude toward using, there is a positive and significant influence online shopping and social
media in one application at once. The benefits can be felt by consumers considering that
Instagram is a social media that presents a variety of information so that consumers can do
shopping while accessing various information. The influence between the variables Perceived
Usefulness and Attitude Toward Using is Perceived Usefulness also reported by (Chong,
2013) and (Indarsin & Ali, 2017) which state that has a very strong positive influence on user
attitudes in online shopping applications.

The Effect of Perceived Ease of use on Purchase Intentions

Based on the test results in research, the effect of perceived ease of use on purchase
intentions has a positive but not significant relationship value. This means that the
convenience factor in the Instagram application is not the dominant factor for users to create
buying interest. This is also caused by the number of respondents in this study, the majority
of whom are aged 21-30 years and the majority of them work as employees/employees where
they are included in the Generation Y category, the generation born at a time when
technology was developing. The majority of respondents in this study access the internet in 1
(one) day for more than 7 hours for personal use as a means of entertainment or in work that
is dominated by using technology devices, especially during the pandemic covid-19 doing
work from home so that they already accustomed to using various technologies that are easy
to operate. In addition, the Instagram Shop application is not yet fully usable and the stores
that join it are still relatively few. So that the convenience offered does not make consumers
to directly make purchases on the application. Other factors that also affect the difficulty of
finding goods are also taken into consideration, this is also reflected in the statement in the
buying interest variable that there are still those who disagree that everything customers need
is available on Instagram. The results of this study are in line with the results of research
(Juhri & Dewi, 2017), (Karim, 2017), (Liébana-Cabanillas et al., 2017) and (Danurdoro &
Wulandari, 2016).

The Effect of Perceived Usefulness on Purchase Intentions

Based on the results of the study the variable has a positive and significant effect on
purchase intentions. This means that users will decide to buy using the Instagram Shop
application when there is use value felt by consumers to increase effectiveness, productivity,
usability and make work easier, especially during the pandemic COVID-19 with the limited

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space that consumers have, the existence of technology is very beneficial. especially in terms
of online shopping, where consumers do not need to leave the house to shop for their needs
so that the use value for creating productivity is one of the main factors for users in using a
technology. The results of this study are in accordance with research from (Rahmaningtyas et
al., 2017), (Karim, 2017) and (Amalia, 2018) where the results of the study state that
perceived usefulness has a positive and significant effect on purchasing decisions.

The Effect of Perceived Attitude Toward Using on Purchase Intentions

The results of Attitude toward using effect on Purchase intentions that there is a positive
and significant influence on purchase intentions. In other words, the user's perception of the
ease and benefits received in using the Instagram Shop application gives the user a positive
attitude and has a direct role that is sufficient to create purchase intention. This means that
user needs in terms of the benefits provided by the Instagram application can be met so that it
can lead to a positive attitude of users to create user interest in being able to use the
Instagram application. The results of this study are in line with the research conducted (Asare
et al., 2016) , (Amalia, 2018) and (Fitriana & Wingdes, 2017)

The Effect of Perceived Ease of use on Purchase Intentions Through Attitude of Use
Based on the test results that there is a positive and significant influence on the
indirect effect of perceived ease of use on purchase intentions. Intentions is defined as an
individual's tendency to fulfill an individual's need in performing certain behaviors. If an
individual has a need or interest in a technology, it can be predicted from the user's attitude
towards the technology, such as the existence of a desire, support or motivation to use a
technology and the encouragement or motivation to influence other users. So if the perceived
ease gives a good or positive attitude, purchase intentions using the Instagram application
will increase. So that the higher the perception of convenience through the attitude toward
using makes the higher the buying interest. The results of this study are in line with research
conducted by ((Jokar et al., 2017) and (Shanmugam et al., 2014)

The Effect of Perceived Usefulness on Buying Interest through Usage Attitudes

Based on the test results that there is a positive and significant influence on the
indirect effect perceived ease of use on purchase intentions. This means that the benefits of
Instagram affect consumer attitudes, both directly and indirectly to influence consumer
purchase intentions. Consumers will give a positive attitude if it can increase effectiveness,
productivity, usability and make work easier. With a positive attitude of users, purchase
intentions using Instagram will also increase. The article discusses the Attitude, Purchase
Intentions, Perceived Ease of Use, and Perceived Usefulness variables. Apart from the
Perceived Ease of Use, and Perceived Usefulness variables that affect Attitude and Purchase
Intentions, there are many other factors, including: Brand Image: (Ali et al., 2016), (M & Ali,
2017), (Ali & Mappesona, 2016), (Ali, Narulita, et al., 2018a), (Novansa & Ali, 1926), and
(Toto Handiman & Ali, 2019); Brand Awareness:(Toto Handiman & Ali, 2019), (Novansa,
Hafizh, Ali, 2017), (Ali, 2019a), and (Sivaram et al., 2020); Customer Selection : (Indarsin &
Ali, 2017), (Ali & Mappesona, 2016), (Ali, Narulita, et al., 2018b), (Mulyani et al., 2020),

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(Sulistiorini & Ali, 2017), (Mansur & Ali, 2017); Product Quality:(Desfiandi et al., 2017), (M
& Ali, 2017), (Ali, Narulita, et al., 2018a), (M & Ali, 2017), (Ali, Evi, et al., 2018),
(Prihartono & Ali, 2020), (Riyanto et al., 2017), (Maisah & Ali, 2020), (Brata et al., 2017),
(Thanh Nguyen et al., 2019), (Ali, 2019b), and (Anggita & Ali, 2017).

CONCLUSIONS AND RECOMMENDATIONS

Conclusions
Perceived Ease of Use has a positive and significant effect on Attitude Toward
Using. This proves that the ease of use of the Instagram application has a direct role that is
sufficient to create user attitudes. So it can be concluded that the greater the convenience
received by consumers from the Instagram application can improve the attitude of users of
the Instagram application.
1. Perceived usefulness variable has a positive and significant effect on Attitude
Toward Using. This proves that the benefits of use that are felt by consumers have
a direct role in creating the attitudes of users of the Instagram application. The
more benefits that the user gets, the better the consumer's attitude towards using the
Instagram application
2. Perceived Ease of Use has a positive but not significant effect on purchase
intentions. This means that the convenience offered by Instagram does not make
people quickly and easily interested in making purchases using the Instagram Shop
application. Moreover, with similar technology offered by other competitors,
making convenience is a must created by the company so as not to be left behind
from the rapid developments that occur in the current technological era.
3. Perceived usefulness has a positive and significant effect on purchase intentions.
This proves that the user's perception of the benefits received in using the
application has quite a direct role to create purchase intentions the Instagram
application.
4. Attitude Toward Using has a positive and significant effect on buying interest. This
proves that the attitude toward using which is influenced by the ease and usefulness
of this technology will have a positive impact on purchase intentions.
5. Perceived Ease of use has a positive and significant effect on purchase intentions
through attitude toward using. This means that people view convenience as a
necessity that exists in an application and becomes an added value that can change
a person's attitude.
6. Perceived Usefulness variable has a positive and significant effect on attitude
toward using through attitude toward using This means that consumers will decide
to buy if the application is only useful for increasing effectiveness, productivity,
usability and making work easier.

Recommendations
By analyzing the research results, some suggestions that can be considered and input
for Instagram and further researchers are as follows:

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Suggestions for companies

a. Instagram is expected to be able to develop in terms of ease of use where in this study
it was found that the perceived ease of use factor is about the ease of using
applications such as features and menus displayed so that they can be paid attention to
in order to provide complete solutions to consumers, so that every need is sought by
consumers can be obtained easily, so that it can make Instagram apart from being a
social media, it can also be a one-stop-solution for online shopping centers. This is
important to note because the perceived ease of use affects consumer attitudes but has
not been able to influence consumers to increase purchase intentions using Instagram.
Generation Y who tend to quickly get bored or bored of an application.
b. Attitude Toward Using has a positive and significant influence on purchase
intentions, therefore, it is recommended that attention be paid to increasing the
benefits and usability of applications as a means to improve service quality in the
digital era. The user's positive attitude will be able to increase purchase intentions so
that Instagram must be able to create security, trust and an attractive application
display so that consumers are more confident in making purchases using Instagram.
c. Instagram can increase the variety of shop or brand choices available in the Instagram
Shop feature so that with a large variety of brand choices, sellers, and flexibility of
purchase time, it is hoped that it will also increase purchases

Limitations and suggestions for further researchers

a. The process of collecting research data online is by utilizing the google form, so that
filling out the questionnaire cannot be monitored and causes biased results.
Suggestions for future researchers are direct data collection and monitoring of filling
out the questionnaire to prevent bias.
b. In this study, the cause of purchase intentions is only limited to the variables of
perceived ease of use, perceived usefulness and attitude toward using with an R-
Square result of 55.6% for further researchers, it is necessary to do research by adding
other variables that influence purchase intentions such as price, service, word of
mouth, trustworthiness, information quality or security. Thus it can enrich the factors
studied regarding purchase intentions where a social commerce and e-commerce is a
business that is very fast growing and changing so that it requires a fairly responsive
response in terms of development so that the positive contribution given by the results
to the world of education in general and also the company's business development in
particular.
c. In this study, the data collection technique applies convenience sampling which is a
technique based on the ease and availability of data. It is hoped that further research
can conduct research with the same variables by changing or expanding the category
of objects or research areas, so that it can be seen whether the results of this study are
consistent in the various types of objects and places being analyzed.

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