Online Purchase Decision-Making Process for Fashion Product in Social Media Instagram

Chiquita Carolyne Marbun, Irwansyah

Research output: Contribution to conferencePaperpeer-review


This study explores online fashion product purchase in social media such as Instagram. The purpose of the study is to find out about consumer decision making process when they make online purchase using classic purchase decision making concept by Engel, Kollat, and Blackwell. The EKB Concept of purchase decision making process has been used in several online purchase study which further developed by Darley, Blankson, and Luethge in 2010 in order to apply the decision making process in online environment. By doing in-depth interview method to Instagram users who have made a purchase, results showed that decision making process form different model than the linear model proposed earlier. The online social media decision-making process for fashion product purchase shape aninter-related circular model which the relation be-tween each stage is flexible where individual can move to next stage or back to previous stage. Findings showed 5 stages which is usually starts from Buying vs Browsing stage in replace of need recognition, Multi-search stage in replace of information search, Comparative vsConsistent stage in replace of alternative evaluation, Purchase and Transfer in replace of Purchase, and to replace Post-purchase stage from previous study, the results found stage Block, Repurchase, Testimonials and Recommendation. In addition to that, Instagram application as a social media don’t have any role in Purchase and Transfer stage because Instagram doesn’t have payment system, therefore the participant should change platform to get in touch personally with the seller to make a deal about the bank transfer payment and shipping-related task.
Original languageEnglish
Publication statusPublished - 2017
Event1st Indonesia International Graduate Conference on Communication (IGCC) 2017 - ID, Depok, Indonesia
Duration: 1 Jan 2017 → …


Conference1st Indonesia International Graduate Conference on Communication (IGCC) 2017
Period1/01/17 → …


  • Online purchase decision-making, Online consumer behaviour, Instagram social commerce, online product review, Fashion product, Qualitative research


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