IMPACT OF SOCIAL MEDIA INSTAGRAM REELS ON PURCHASING DECISION-MAKING BEHAVIOR AMONG YOUNG CUSTOMERS OF KATHMANDU
Date
2024
Authors
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Publisher
Shanker Dev Campus
Abstract
The main objective of this study is to discover the economic impact of Instagram reels on the decision-making of the customers of Kathmandu aged 18-40 years. The descriptive and causal research design was used in this research. This study used primary data from two hundred men and women living in the Kathmandu Valley. The collected data has been analyzed by using some statistical tools such as frequency, mean, standard deviation, correlation analysis, ANOVA and regression analysis. The data is collected through a structured questionnaire method using the Likert Scale. Many determinants influence consumer buying behaviour in this study four variables are taken as independent variables such as Instagram advertisement, Instagram information, motivation to purchase, and level of satisfaction. The collected information and the numerical data have been analyzed by using the SPSS 27.0 version and descriptive statistics, correlation, ANOVA and regression tools are used and tables are used to show the data and results clearly. The regression analysis shows that the R square was to be 0.234. it indicates the model has been explained. In other words, predictors account for 23.4% of the variance in the dependent variables i.e. consumer buying decisions. This demonstrates that the remaining percentage is accounted for by other variables. A high R squared value indicates that a sizable percentage of the consumer buying behaviour variability can be explained by independent variables, according to the summary table. Instagram ads have a positive but not statistically significant impact on consumer buying behaviour. Instagram information has a positive and significant impact on consumer buying behaviour. Consumer buying behaviour is positively but not statistically influenced by the motivation to purchase. The level of satisfaction has a positive and insignificant impact on consumer buying behaviour. Businesses should prioritize and enhance their Instagram marketing strategies. This could involve creating more detailed, engaging, and relevant content that effectively communicates product information, benefits, and uses to the target audience.