文章基本信息

标题：Aceh young users purchase intention by online store exposure on Facebook
本地全文：下载
作者：Febri Nurrahmi ; Jempa Sari ; Rustono Farady Marta 等
期刊名称：International Journal of Data and Network Science
印刷版ISSN：2561-8148
电子版ISSN：2561-8156
出版年度：2018
卷号：2
期号：2
页码：41-48
DOI：10.5267/j.ijdns.2018.7.004
出版社：Growing Science
摘要：This study aims to determine the effect of advertising exposed by Lazada Indonesia on Facebook toward online purchase intention among the youth in Aceh, particularly the students of Syiah Kuala University. This study uses the Hierarchy-Effect Model to determine the advertising impact. This study used a simple linear regression test. The data were collected through a survey on 155 respondents selected using quota sampling technique from the 12 faculties of Syiah Kuala University. The results of simple linear regression analysis show that the exposure of advertising posted by Lazada Indonesia on Facebook significantly influenced the online purchase intention of Syiah Kuala University students with the impression of 73.2%. The higher the exposure of Lazada advertising on Facebook, the higher the online purchase intention of Syiah Kuala University students.
关键词：Advertising exposure; Purchase intention; Lazada Indonesia; Facebook