Hidayatullah, Sarif and Komariah, Kokom and Saori, Sopyan (2023) Analisis Iklan Media Sosial Terhadap Minat Beli Melalui Motivasi Konsumen Sebagai Variabel Mediasi. JURNAL BUSINESS UHO (AKREDITASI SINTA 4), 8 (1). pp. 281-24. ISSN 2503-1406

Text 2462 Download (54kB)

Abstract

This study aims to determine the analysis of social media advertising on purchase intention through consumer motivation. To determine the effect of social media advertising on consumer motivation, to determine the effect of consumer motivation on purchase intention, to determine the effect of social media advertising on purchase intention and to determine the effect of consumer motivation in mediating social media advertising on purchase intention on YouTube users who view Shopee advertisements on Muhammadiyah University Sukabumi. The method used in this study is a quantitative method with a descriptive causality approach. The sampling technique in this study uses Probability Sampling with type Stratified Sampling the samples taken were 250 respondents with 33 indicators. Measurement research using differential cementitious scale the data analysis technique used in this study is Structural Equation Modeling (SEM) The results of this study indicate that all hypotheses are accepted. (1) Social Media Advertising has a positive and significant effect on Consumer Motivation of 4,736. (2) Consumer Motivation has a positive and significant effect on Purchase Intention of 5,574., (3) Social Media Advertising has a positive and significant effect on Purchase Intention of 2,634 ., (4) Consumer Motivation plays a significant role in mediating the influence of Social Media Ads on Purchase Intention 3.746.

Item Type:	Article
Uncontrolled Keywords:	Social Media Advertising; Customer Motivation; Purchase Intention
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Heriska Heriska
Date Deposited:	08 Jun 2024 10:34
Last Modified:	08 Jun 2024 10:34
URI:	http://eprints.ummi.ac.id/id/eprint/3591

Actions (login required)

View Item