THE INFLUENCE OF FIVE FACTORS IN SOCIAL NETWORK SITE ADVERTISEMENT OF SKINTIFIC ID ON ONLINE PURCHASE INTENTION OF GENERATION Z (Study on @skintificid Instagram)

Melissa Adira, Puteri Atmawijaya (2024) THE INFLUENCE OF FIVE FACTORS IN SOCIAL NETWORK SITE ADVERTISEMENT OF SKINTIFIC ID ON ONLINE PURCHASE INTENTION OF GENERATION Z (Study on @skintificid Instagram). FAKULTAS EKONOMI BISNIS, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Dalam ranah pemasaran digital, memahami faktor-faktor yang memengaruhi niat beli online sangat penting untuk keberhasilan kampanye iklan. Penelitian ini menyelidiki elemen-elemen spesifik yang membentuk niat konsumen dalam konteks iklan Skintific di Instagram. Penelitian ini berfokus pada pengaruh dari lima faktor dalam iklan situs jejaring sosial, yaitu; informasi, hiburan, kepercayaan, gangguan, dan interaksi sosial, terhadap niat beli online. Penelitian dilakukan pada followers Instagram Skintific yang telah melakukan pembelian pada produk Skintific. Penelitian ini dilakukan secara kuantitatif terhadap 151 responden. Metode yang digunakan adalah structural equation model dengan software SmartPLS 3.3.3 pada tahun 2024. Hasil statistik setelah pengujian hipotesis menunjukkan bahwa hipotesis satu, dua, tiga, empat, lima, dan enam terbukti, dan dapat disimpulkan bahwa informasi, hiburan, kepercayaan, gangguan, dan interaksi sosial semuanya berpengaruh positif dan signifikan terhadap niat beli online. Kata kunci: Iklan, informasi, hiburan, kepercayaan, gangguan, interaksi sosial, niat beli online In the realm of digital marketing, understanding the factors that influence online purchase intention is imperative for the success of advertising campaigns. This research investigates the specific elements shaping consumer intentions within the context of Skintific advertisement on Instagram. This study focuses on the effect of the of five factors in social network site advertisement, namely; information, entertainment, trust, disturbance, and social interaction, on online purchase intention. The research was conducted on Skintific Instagram followers who have made purchases on Skintific products. This research was conducted quantitatively on 151 respondents. The method used is structural equation model with SmartPLS 3.3.3 software in 2024. Statistical results after hypothesis testing show that hypotheses one, two, three, four five, and six are proven, and it can be concluded that information, entertainment, trust, disturbance, and social interaction all have a positive and significant effect on online purchase intention. Keywords: Advertisement, information, entertainment, trust, disturbance, social interaction, online purchase intention

Jenis Karya Akhir: Skripsi
Subyek: 300 Ilmu sosial > 330 Ekonomi
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen
Pengguna Deposit: UPT . Dito Nipati
Date Deposited: 28 Feb 2025 04:24
Terakhir diubah: 28 Feb 2025 04:24
URI: http://digilib.unila.ac.id/id/eprint/85207

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