SHS Web Conf.
Volume 76, 2020The 1st International Conference on Social Sciences and Humanities (ICSH 2019)
|Number of page(s)||8|
|Published online||29 April 2020|
Social Media Advertising and Consumer Perception on Purchase Intention
Department of Management, Faculty of Business and Economics, Petra Christian University, Jl. Siwalankerto 121–131, Surabaya 60236, Indonesia
2 Departement of Sciences of Management, Faculty of Economics, Management and Commercial Sciences, Kasdi Merbah University – Ouargla Ghardaia Road, BP.511, 30, 000, Algeria
* Corresponding author: firstname.lastname@example.org
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.
Key words: Buying interest / instagram promotion / purchase behavior
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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