THE EFFECT OF HEDONIC VALUE AND SOCIAL VALUE ON STICKINESS OF INSTAGRAM USERS, THE MEDIATING ROLE OF TRUST

Abstract: Due to the fast and sustainable development of information technology has made the internet an important tool for many people to communicate online. One of the social media that is growing fast now is Instagram. The purpose of this study is to examine the effect of hedonic value and social value on stickiness through the trust of Instagram users. The variables examined in this study are hedonic value, social value, trust and stickiness. The number of samples taken were 112 Instagram users with purposive sampling method that has criteria for having an Instagram account, using Instagram at least once a day, domiciled in Denpasar City, and have finished high school education. Data was collected through questionnaires. The analysis technique used is Sobel test and path analysis. Based on the results of the analysis, found that the hedonic value variable has a positive and significant effect on trust of Instagram users, social value variables have a positive and significant effect on trust of Instagram users, hedonic value has a positive and significant effect on stickiness of Instagram users, social value has a positive and significant effect on stickiness Instagram users, and the trust variable has a positive and significant effect on stickiness of Instagram users in Denpasar City. The suggestion that can be given to Instagram is that they can create new features such as fun photo and video editing that makes users feel relaxed, making premium services that offer users to take precedence to enter other users “explore” so the content that they share is more accessible to other people, pay attention to the integrity of the information shared, improve Instagram's security system, and motivate the influencers by compensating if they can create content that went "viral" to maximize users to stick on Instagram. Keyword: Hedonic Value, Social Value, Trust, Stickiness, Instagram.