How Social Media Advertisement Affect Purchase Intention?

Abstract

This study is conducted to investigate social media advertisements that consists of product involvement, creative characteristics, celebrity endorsement and emotional appeal to research how it’s affected purchase intention. It’s employed a quantitative methodology to gather information from participants using an online survey. The purposive sampling method was used in with 148 participants who are laptop product buyers based in Tangerang City, Indonesia participating in an online survey. The Structural Equation Model – Partial Least Square method is used to examine the data. The result is Purchase Intention is positively affected by Emotional Appeal, Celebrity Endorsement and Product Involvement. In the meantime, Purchase Intention is not positively affected by Creative Characteristics. The managerial implication of this research is companies can effectively employ Emotional Appeal, Celebrity Endorsement and Product Involvement in social media advertisement to generate consumers purchase intention.