Title: The effects of social media advertising on consumer purchase intention: a case study of Indonesian family start-up enterprises

Authors: Anggraeni Permatasari; Felicia Laydi

Addresses: President University, Jalan Ki Hajar Dewantara, Kota Jababeka, Cikarang Baru, Bekasi 17550, Indonesia ' President University, Jalan Ki Hajar Dewantara, Kota Jababeka, Cikarang Baru, Bekasi 17550, Indonesia

Abstract: Indonesia is a country with one of the highest numbers of social media users. Advertising achieves its greatest impact on individuals' interest in shopping when conducted through social media. The purpose of the research reported here is to examine the effects of social media advertising on consumer attitudes towards purchase intention. The investigation covered five variables in examining social media advertising including: information, entertainment, economic value, social value and credibility. The authors conducted quantitative research by means of an online survey. Data was collected through the distribution of a questionnaire using a convenience sampling method and subsequently analysed using structural equation modelling in order to test the model and hypotheses. The results show there to be significant influences from entertainment, economic value, social value and credibility on consumer attitudes and also from consumer attitudes on purchase intention.

Keywords: social media advertising; consumer attitudes; purchase intention; family start-up enterprises.

DOI: 10.1504/IJTTC.2018.097422

International Journal of Technology Transfer and Commercialisation, 2018 Vol.16 No.2, pp.159 - 172

Received: 20 Jul 2018
Accepted: 14 Aug 2018
Published online: 21 Jan 2019 *

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