The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation

FERNANDES, ERVINA and Semuel, Hatane and Adiwijaya, Michael (2020) The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation. IJBS, Vol. 3 (No. 1). pp. 23-36. ISSN e-ISSN 2621-6426

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Abstract

This study examines whether online advertising on Instagram influences purchase intention through shopping motivation. The research uses a causal quantitative research method by surveying to 110 respondents. The results show that Instagram as a social media online advertising means has a positive effect on consumers� buying interest and both utilitarian and hedonic shopping motivations for beauty care products and services. While hedonic motivation influences the customers desire to buy beauty care products and services, on the contrary, utilitarian motivation does not affect the interest in buying beauty care products and services. Products or services that related to beauty care, require high involvement from customers. Beauty products and services were purchased due to social reasons for personal appearance, which are products with high involvement that tend to be more related to hedonic criteria.

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