Consumer Trust and Brand Reputation: Driving Mechanical Keyboard Purchase Intention on Instagram

Mechanical keyboard industry has been growing rapidly as the product changes from only a functional device to a hobby in the community. This study aims to reveal which factors influence purchase intention for mechanical keyboard business based on the use of Instagram social media. This study used a quantitative method by distributing questionnaire to 103 respondents who are following Harakeebs Instagram account as one of the sellers of mechanical keyboards. The data was analyzed using SEM approach with SmartPLS application. The results showed that several variables studied affect the purchase intention and that availability of information does not have a significant impact on brand reputation and brand trust. The results are crucial to help the company to develop its business and raise the purchase intention of the customers.