MSMEs Focus on Instagram Account Quality: Key Factors to Prioritize in Instagram Posting

Abstrak

Nowadays, most of MSMEs have a quite good understanding of social media
and how it works for their business. In Indonesia, Instagram is one of the best
powerful tools to introduce and market their product instantly. However,
social commerce face problems especially in customer trust. It is suspected
customers are doubt to the key factors of social media online shop, i.e.:
reputation, transaction, communication, safety, information quality,
economic feasibility, and word-of-mouth referrals. The purpose of this study
is to test a framework of Instagram account quality model and its impact on
MSMEs social media marketing strategy. An online-based questionnaire was
administered to 271 MSMEs. Furthermore, structural equation modeling
was used to analyze the data. Findings indicated that there are significant
effects of information quality, reputation, safety, communication, and
economic feasibility on the Instagram account quality construct. The
practical implications that need to be emphasized on MSMEs is the need to
develop their information quality on Instagram. It is important because it is
the most significant factor towards Instagram account quality in online store
perception. A focus on improving information quality will also help MSMEs
to communicate and promote their post to reach more audience and
interaction with potential consumers.