The Impact of Instagram E-Marketing in SME Fashion Industry on Customer Satisfaction

This research explores the impact of e-promotion and e-service quality on consumer satisfaction and effect on repurchase interest. One hundred Instagram users who have purchased fashion products from online SMEs on Instagram were surveyed using online questionnaires with a purposive sampling technique. The results indicate that, compared to service, promotion does not have a significant effect on customer satisfaction. However, promotion does have a significant effect on repurchase interest while service quality does not. This means that service impacts repurchase interest through customer satisfaction, whereas promotion impacts repurchase interest through other variables.