The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation: A Study at Beauty Care and Anti-Aging Clinic Service in Surabaya
Open Access
- 19 May 2020
- journal article
- research article
- Published by Petra Christian University in Petra International Journal of Business Studies
- Vol. 3 (1) , 23-36
Abstract
This study examines whether online advertising on social media Instagram influences purchase intention through shopping motivation. The study uses causal quantitative research methods with 110 respondents using purposive sampling techniques. The results show that Instagram social media online advertising has a positive effect on buying interest and utilitarian and hedonic shopping motivations for beauty care products and services. Hedonic motivation influences the customer's desire to buy beauty care products and services, but conversely, utilitarian motivation does not affect the interest in buying beauty care products and services. Online advertising can affect utilitarian shopping motivation but does not affect buying interest, while online advertising affects hedonic motivation and then affects customers in buying beauty care at Favourite Beauty Care Surabaya.Keywords
This publication has 70 references indexed in Scilit:
- The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environmentInternational Journal of Hospitality Management, 2016
- From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media AdvertisingPsychology & Marketing, 2016
- The effect of website features in online relationship marketing: A case of online hotel bookingElectronic Commerce Research and Applications, 2015
- The effect of repetition in Internet banner ads and the moderating role of animationComputers in Human Behavior, 2015
- Categorizing consumer behavioral responses and artifact design features: The case of online advertisingInformation Systems Frontiers, 2014
- How gender affects the relationship between hedonic shopping motivation and purchase intentions?Journal of Consumer Behaviour, 2013
- Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countriesInternational Business Review, 2010
- Development of a scale to measure the perceived benefits and risks of online shoppingJournal of Interactive Marketing, 2006
- Measuring the hedonic and utilitarian sources of consumer attitudesMarketing Letters, 1991
- Music influences on mood and purchase intentionsPsychology & Marketing, 1990