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■ 2.0 LITERATURE REVIEW

2.1 CONSUMER INTENTION

Intention can be defined as the idea that a person plan or intend to carry out. Purpose, goal, or aim is an intention. Usage intention is included
in the theory of planned behavior which are attitude, subjective norm, and perceived behavior control. Consumer intention in making any
decision can be influence by several factors which are situational factors, personal factor, psychological factor and social factors (Lumen,
2016). If discussion the consumer intention for travel, this will be deeper explained. First factor influence consumer intention is knowledge
that consumer gain. In this factor, word of mouth is useful for consumer to make decision. Knowledge give effect on the consumer intention
to purchase travel online and positive word of mouth is beneficial to increase consumer intention to participate in online travel (Agag, et.al,
2016). Second, trust and attitude are the other factors. Any platform that could maintain in providing online trust and develop platform that
easy to use and perceived usefulness (Agag, et.al, 2016) can highly influence consumer intention to choose this platform in planning for
travel. Third, appropriate community policy that provide by the travel application or travel destination itself can influence consumer intention
in travelling. This can be prove by understand that perceived usefulness cannot be identified by the consumer until they participate in the
platform that travel destination provide (Agag, et.al, 2016). Effective ways that provide in the online travel platform such as security approval
symbol or guarantee can enhance the consumer intention to participate (Agag, et.al, 2016). Lastly, factor is focus about the advertisement
which is consider any compatible issues like convenience, low price and time saving, can influence consumer intention (Agag, et.al, 2016).

2.2 SOCIAL MEDIA

Social media can be viewed as an ecosystem that permeates many consumers’ daily lives (Lauren Vasquez, 2014). Through the smart use of
all formats and channels that appeal to consumers, social media may integrated both reach and engagement (Lauren Vasquez, 2014). Almost
two-thirds of Internet users report using social media sites at least once a day via their computer, and almost half of smartphone owners visit
social networks every day (“Digital Consumer”, 2014). Due to the obvious widespread usage of mobile devices, social media has evolved a
symbiotic connection with customers, empowering users by offering a direct line of communication with the brands they use and the material
they consume (Lauren Vasquez, 2014). Social media encompasses a wide range of online word-of-mouth forums, such as blogs, company-
sponsored discussion boards and SNS including Facebook, Twitter, Instagram, and Pinterest and creative sharing sites such as YouTube and
Flickr (Mangold & Fauld, 2009). Acknowledging the importance of social media, most of companies either well establish company or small
and medium-sized enterprise (SMEs) will go for online. For them, social media not just help to reach out lot of consumers by knowing their
demands and need but can help in managing Omni-channel too.

2.2.1 BENEFIT OF PINTEREST

Pinterest has it specialty that make this platform different than other social networking sites. Pinterest follows an image dominant approach
(Sudip, et al). The other interesting part is Pinterest less hold personal information about user and this is proven by the fact that Pinterest do
not ask for any basic information when creating the account. Pinterest is for curator not for content creator (Sudip, et.al). The owner of
Pinterest account may target users based on their interests, personalities, or life degrees according to Pinterest's unique usage of pinboards.
Besides that, sometimes Pinterest will grouped in with other social networking sites but the firm takes a different approach to its business
and business strategy. By immediately linking a pin to a commercial website where the product featured on the pin may be purchased,
Pinterest has a great business potential (Sudip, et.al). The way of Pinterest link with other social media help users to plan for the future by
categorize image suits with the things that they prefer. The ‘Pin It’ button is the most special function that provide by Pinterest which
differentiate this platform from other social networking sites. Every pin can be republish and becomes a re-pin. As mentioned by Bernardini,
Silverston, & Festor (2014) Pinterest user can follow other user without needed to follow back and the user also gets a timeline where last
friends publication are shown. Pinterest is frequently utilized by women between the ages of 25 to 44 (Sudip, et.al). Plus, Pinterest only
features a like option, which may only capture people’s pleasant perceptions about the pin.

2.2.2 DEVELOPMENT OF SOCIAL MEDIA (PINTEREST)

Pinterest is an image-sharing social network sites that launched in 2010 to collect and organize image and videos. According to Fisher (2012),
the site encourages curating activities; curators are Internet users that post self-created videos as well as re-posts of other videos. Pinterest
opened its application programming interface (API) to retailers that giving them the ability to embed pins directly onto their websites
(Wagner, 2013). Pinterest’s presence on merchant websites raises exposure, attracts new users and boosts engagement (Wagner, 2013).
Currently self-pins that provide customize boards suit with what users’ needs is the best things in Pinterest. This could help the owner of the
posting get revenue from each pins that make by the users. Pinterest strengthens its social networking site by allowing users to create a
variety of pins for instances, recipe pins, visualize by offering food images, ingredients and directions; product pins provide price and
availability of product; article pins make news story easier to understand; and location pins make vacation planning easier (Wagner,2013).
According to Lauren Vasquez (2014), users who are planning for travel could make some arrangement by including maps, as well as hotels
and restaurants that are located on the social network sites such as Airbnb and Traveloka or may straightly pin at Pinterest account by any
travel destination they preferred.

Pinterest users are five times as likely to be women that males, which is a larger gender gap than on most other social media
platforms (Lauren Vasquez, 2014). Majority of women use Pinterest to get some inspiration whereas males primarily use it as a shopping

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