Marketing Communication Strategies of Instagram Stores Without Actual Stores and Consumers’ Attitude and Behavior in Purchase Decision

Abstract

This research aimed to study the marketing communication strategies of Instagram stores without actual stores and consumers’ attitude and behavior towards purchasing decision to study and analyze Instagram stores’ marketing communication strategies.

This qualitative research uses in-depth interviews. The participants are divided into two groups: the store owner group and the consumer group. Store owner group is a store that sells Instagram items without a storefront and is divided into sizes S, M, and L based on the number of followers and continuous product presentation of 5 stores, and consumer group 10 females aged 25–34 years and study from documents. The study period lasted from December 2021 to May 2022, for a total of 6 months. The interview lasted from June to July 2022, a total period of 2 months.

The study results revealed that the marketing communication strategy of online stores on Instagram without physical storefronts employs a 7P's marketing strategy, consisting of four formats: images, Reels, stories, and hashtags. Consumers form perceptions and purchasing decisions based on individual factors. Therefore, businesses need to tailor their strategies to the primary target audience to boost product sales and maintain both existing and new customer bases while increasing online sales and follower counts.