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

  • Ervina Fernandes Petra Christian University
  • Hatane Semuel Faculty of Business and Economics, Petra Christian University Jl. Siwalankerto 121-131, Surabaya 60236
  • Michael Adiwijaya Faculty of Business and Economics, Petra Christian University Jl. Siwalankerto 121-131, Surabaya 60236
Keywords: Online Advertising, Utilitarian, Hedonic, Purchase Intention, Social Media.

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.

Published
2020-05-19
Section
Articles