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Interesting and informative ads that appear when opening an Instagram page have their own appeal to consumers. Consumers' willingness tends to be associated with the satisfaction obtained from product consumption. This study aims to analyze sponsored product messages, brand experience, and brand love towards respondents' willingness to pay. This research was conducted on Riau University students as Instagram users who have seen and purchased products from sponsored product messages (Instagram sponsored). This study used 160 Instagram users as respondents, with a range of ages is 20 to 40 years old. Structural Equation Modeling (SEM)- Partial Least Square (PLS) is used for data analysis and statistical techniques. The results showed that sponsored product messages, brand experience, and brand love had a positive and significant effect on respondents' willingness to pay (WTP). Instagram sponsored messages displayed by brands will be responded well if customers have good experiences with the brands they like. Instagram sponsored messages displayed by brand does not directly influence the customer's desire to buy the brand. Good experience with the brand owned by the customer and the customer's love for particular brand will increase the willingness to pay (WoT) that brand.

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How to Cite
Winda Camenia Jamil, Marnis, & Alvi Furwanti Alwie. (2021). The Effect of Instagram Sponsored Messages on Brand Experience and Brand Love on Riau University Students’ Willingness To Pay. GIS Business, 16(2), 154-162. Retrieved from