文章基本信息

标题：Social Media Advertising and Consumer Perception on Purchase Intention
本地全文：下载
作者：Widjojo Suprapto ; Ken Hartono ; Hakim Bendjeroua 等
期刊名称：SHS Web of Conferences
印刷版ISSN：2416-5182
电子版ISSN：2261-2424
出版年度：2020
卷号：76
页码：1-8
DOI：10.1051/shsconf/20207601055
语种：English
出版社：EDP Sciences
摘要：In the era of Industrial Revolution 4.0, many companies are using social medias as one of their promotional tools, especially Instagram. The aim of this research is to investigate the influence of Instagram advertising and consumer perception on purchase intention in local building material stores. As this research is using a quantitative approach, the data are collected using questionnaires. The population of this research is the customers who have done several purchases and have followed the stores’ Instagram accounts. Out of the whole population, a number 100 respondents are selected through a purposive sampling technique. The collected data are processed using a SmartPLS program, with the results of no significant influence between Instagram advertising and purchase intention. However, the Instagram advertising has a significant influence on purchase intention through customer perception as the Instagram advertising has a significant influence on customer perception. Therefore, customer perception acts as the intervening variable in this research.
关键词：Buying interest;instagram promotion;purchase behavior