The Effect of Advertising Attractiveness on Social Media Instagram on Consumer Purchase Intention
Dea Dela Piyoh1*, Heny Hendrayati2, Ratih Hurriyati3

Universitas Pendidikan Indonesia

Abstract

Consumers have a tendency to have an intention to buy a product after seeing product advertisements in various electronic media, one of which is via social media Instagram. This study aims to determine whether there is an effect of the attractiveness of advertisements on social media Instagram on consumer buying interest in Innisfree products. The research method used was an explonatory survey with a questionnaire as a data collection tool. The population in this study are Innisfree consumers with a sample of 100 respondents. The sampling technique used is simple random sampling. The data analysis technique used is descriptive and inferential analysis which is processed using the Partial Least Square (PLS) 4.0 analysis tool. The results of the study show that there is a positive and significant effect of advertising variables on consumer purchase intention. This research is expected to provide a number of theoretical and practical guidelines on how entrepreneurs can implement advertisements effectively on the social media Instagram platform to attract consumer purchase intention.

Keywords: Advertising, Purchase Intention, Social Media Instagram

Topic: Marketing Management, Relationship Marketing, Service Marketing